Microsoft’s Strategy for Pushing Minecraft into Schools [My Suggested Approach]

After seeing this article (Microsoft Is Launching A Portal For Teachers To Use Minecraft In The Classroom) about Microsoft’s push to get Minecraft into schools, this reminded me of the strategy I put together as I interviewed for a role with the Xbox Minecraft team a couple of months ago. Although I was rejected, I still feel I was on to some solid thoughts, and I wonder how much of my strategy will be in the real one. You can see it below:

Context: Today, Minecraft is used as a tool by students and teachers to learn different subjects. Awareness of Minecraft is high. For the sake of argument, let’s assume that we are launching a new education specific version of Minecraft that leverages Minecraft IP and can be downloaded to be used in the classroom. Let’s also assume that today we are in 100 schools. We need to be in 10,000 schools in 2 years.

Question:  How would you grow the EDU business, taking us from 100 schools to 10,000 schools? You are not allowed to bundle. Everything else is on the table. In your answer, please (1) be specific about your strategy and execution, (2) quantify revenue gain, (3) be specific about your pricing/distribution decision – how and why you did you price the product the way you did, (4) highlight any risks that you see.

You are free to use any publically available data and to make any assumptions that you think are reasonable. Attached is a number of public sources on the entertainment industry. Friendly heads up – many are not applicable.