Animoca Brands (AB1), a Hong Kong-based mobile game developer, has announced the advisory appointment of Ed Fries, the creator of Microsoft Studios and co-founder of the Xbox project, where he will focus on enhancing Animoca Brands’ operational base and mobile blockchain development capabilities.

According to a press release provided by Animoca, Fries was originally an advisor to Pixowl, the creator of a sandbox blockchain game, prior to Animoca’s $4.9 million acquisition in August. Fries plans to continue in that advisory capacity while taking on additional roles to support Animoca’s board of directors.

Fries notably spent 8 years developing Microsoft Studios, which he co-created, building the team from 50 to over 1,200 employees. During that period, the studio put out more than 100 games. Fries went on to co-found the Xbox project, which he led until his retirement from Microsoft.

Yat Siu, co-founder and director of Animoca Brands, said, “Attracting someone of Ed’s caliber to our strategic advisory team is another significant achievement for the Company. Ed has considerable experience in the games space, including the development of one of the most sophisticated and leading products in the Xbox project. We look forward to leveraging this experience across our broader games portfolio.”

This news comes just weeks after has Animoca entered into a strategic partnership with cryptocurrency company OST in order to develop Blockchain games by leveraging OST’s technology and the OpenST and OpenST Mosaic Protocols.

More recently, Animoca announced in a separately provided press release that it has entered into an agreement with Decentraland (MANA) to develop two games for the Decentraland’s Ethereum-powered platform. Animoca is also the exclusive China distributor of CryptoKitties, the blockchain collectibles game.

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Animoca stands as one of the more substantial game developers to make the shift towards blockchain gaming, which many believe could be the future of the gaming industry and the key to mass adoption of blockchain technology.

Related: Loom Network: Gaming Is Key to Onboarding Millions of User to Ethereum

Disclaimer: This article’s author has cryptocurrency holdings that can be tracked here. This article is for informational purposes only and should not be taken as investment advice. Always conduct your own due diligence before making investments.

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