How XBOX XP Could Change Influencer Marketing Forever
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Xbox recently announced XBOX XP, a new division focused on Xbox Pictures, Products, Places, and Partnerships. But what does this major announcement actually mean for content creators, influencers, and gaming communities?
In this episode of Gamertag Radio, Danny Peña and Riana Manuel-Peña sit down with industry veteran Andy Lunique (aka Chef Andy, former games influencer marketing specialist) to break down the real-world impact of XBOX XP.
Topics covered in this episode:
XBOX Partnerships: How Xbox plans to collaborate with creators, brands, and communities beyond simple sponsorships.
The Evolution of Influencers: Moving from big-budget creator campaigns to micro and mid-tier community builders.
Third Places & Live Events: Bringing back in-person fan experiences, launch parties, and conventions like Xbox FanFest.
Leadership at XBOX XP: How former Mojang President Kayleen Walters' background spans both traditional media and gaming.
- Building Real Communities: Advice for creators navigating content platforms in 2026 without burning out.
- Andy Lunique: andylunique.com
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