Understanding the Psychology of Fans: Xbox Gaming's John Friend on Crafting Brand Extensions

John Friend, Head of Xbox Gaming Consumer Products, recently sat down for an interview with Brands Untapped to discuss his approach to crafting brand extensions, emphasizing the importance of understanding fans' motivations and listening to their feedback.

Friend's journey into licensing began with a childhood experience at a football game that sparked his love for being a fan. He started his career in finance but found himself drawn to the creative energy of business development at Cartoon Network, where he discovered the world of licensing.

When it comes to creative collaborations, Friend believes that understanding the brand's DNA is crucial. He emphasizes that gaming isn't just about representing characters or stories but engaging with the reasons people play as those characters and enjoy being in that world. This understanding is key to connecting with fans on a deeper level.

Friend also stresses the importance of listening to the people who are most engaged with Xbox games, including both fans and the creatives who develop the games. He credits the brand's success to its open ears, noting that listening to partners, designers, and video game creators helps unearth those nuggets that resonate with fans on a different level.

In addition to understanding and listening, Friend emphasizes the importance of investment. Xbox has built a team of creatives and product development specialists who are deeply invested in bringing the brand's vision to life. This team understands the nuances of manufacturing, product design, and packaging design, ensuring that the final products are something fans will truly love.

Friend highlights the glow-in-the-dark shirt released for the new Spiritborn class in Diablo IV as an example of a successful product that embraces the game's identity. While it may seem goofy, the shirt's green, rad, and dark design perfectly reflects the character and franchise, showcasing a departure from the previous blood-red aesthetic of Diablo IV. He emphasizes that while some fans might prefer a more literal approach, others appreciate the playful and unexpected, like the Halo Master Chief Cable Guy, which became a top-selling character for EXG's Cable Guys.

Friend believes that the ability to understand and translate the essence of a game into tangible products is crucial for success. He points to the Xbox 360 construction set created with Mega Construx as an example. This product evolved from understanding that adult collectors were using the sets primarily for display rather than play, and that they often associated these products with their early gaming memories. This insight led to the creation of the Xbox 360 set, which tapped into the nostalgia associated with the console itself.

He also mentions the Xbox controller cake, which was created in collaboration with Finsbury Food Group. This product highlights how the brand's success goes beyond just games, extending to the iconic elements that define the Xbox experience, like the console's start-up sound. The Xbox controller cake speaks to the desire to share one's love for gaming with loved ones, translating that emotional connection into a tangible product.

Friend acknowledges that while some products are more literal interpretations of the brand's universe, others can take a more playful approach. He uses the Xbox Mini Fridge as an example, a product that emerged from a popular meme comparing the Xbox Series X to a refrigerator. The Mini Fridge's success demonstrates that fans appreciate a brand that can laugh at itself and engage with the community in a playful manner.

Identifying Opportunities: Meeting the Audience Where They Are

Friend's approach to identifying licensing opportunities hinges on understanding the audience and meeting them where they are. This involves analyzing why people play certain games, understanding the psychological motivations behind their choices. He believes that combining this understanding with a thoughtful analysis of 'who' the audience is leads to interesting and successful products.

He reiterates that there are games people play to be competitive, and others that they play to relax. Understanding these motivations is crucial for creating products that resonate with the target audience. He explains that the Xbox 360 construction set, for instance, originated from understanding the audience's desire for nostalgic displays. He emphasizes that respecting the consumers who engage with the product is key to creating meaningful and successful products.

Balancing Playfulness and Brand Integrity

When it comes to creating products that are playful yet respectful of the brand's identity, Friend emphasizes the importance of understanding the lifecycle of a game or franchise. He notes that during big launch moments, a more literal approach might be necessary to capture the excitement surrounding a new game. However, as a franchise matures, more playful interpretations can be explored, allowing for greater creative freedom.

He also acknowledges that Xbox is not afraid to poke fun at itself with its fans, as demonstrated by the successful Xbox Mini Fridge. This playful approach not only connects with the community but also resonates with fans who appreciate a brand that is self-aware and doesn't take itself too seriously.

Friend highlights that while some ventures might not always be successful, it is important to learn from those experiences. He cites the example of a line of vehicles designed for Halo sets that failed to resonate with fans because they did not appear in the game. This experience taught them the importance of staying true to the brand's universe and respecting the fans' expectations.

Untapped Potential: Exploring the Call of Duty Universe

When asked about untapped licensing opportunities, Friend points to Call of Duty as a brand with immense potential. He acknowledges the franchise's massive global popularity and its enduring impact on fans, but believes there is a gap in its consumer product offerings. He expresses his desire to explore the untapped potential of this brand, highlighting its immense scope for creative exploration.

Friend concludes the interview by sharing his three key sources of inspiration: shopping, playing video games, and engaging with sports. He believes that actively engaging with his own fandom allows him to understand the fan journey on a deeper level, providing valuable insights for creating compelling products that resonate with consumers.

The Future of Xbox Licensing: A Focus on Fans and Creativity

John Friend's insights offer a valuable perspective on the evolving world of gaming licensing. His focus on understanding fans' motivations, listening to their feedback, and embracing playful interpretations of the brand's universe sets the stage for a future where Xbox continues to push the boundaries of creative product development. As Xbox ventures beyond the console and into new territories, its commitment to engaging with its community and fostering creative collaborations ensures that its brand will continue to resonate with fans for years to come.