@fram: You're right, Minecraft is a big deal. But what happens now? What should Microsoft do with it? Minecraft isn't exactly an IP ripe for a sequel. Does MS try to make lightning strike twice with a second game, or contnue to port the original game to every other system and sell merch. I honestly have no idea what should/would be done with this property.
Ads, analytics, and branding. Serious big money stuff. Convince other companies you have the means to reach hundreds of millions of dedicated consumers for years to come. Got a movie coming out targeted at preteens and kids? Give microsoft money to produce exclusive content in the game and advertise. Minecraft branded movie branded merchandise. Kids want to keep up with the latest edition of Minecraft, tell your parents to upgrade you to the New Surface 4 Pro.
Everything you just said makes me cringe. I'm 20, and have probably put in 1000+ hours into Minecraft and Feed the Beast over the last 4 years. To know that the property will be hijacked to cater to child demographics sucks and it'll probably continue to happen (the Star Wars prequels come to mind). However, Microsoft is not Disney. Microsoft has little to no experience with the kind of marketing and merch push that you're talking about.
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