Key information
Xbox has officially established a new business unit named XP, specifically designed to manage transmedia brand extensions. This division will oversee various projects, including film and television adaptations, merchandise, brand partnerships, and location-based experiences like theme parks.
Kayleen Walters, the former president of Mojang Studios, will lead the XP division. Her background includes eight years of franchise development at Microsoft and thirteen years at Lucasfilm. Maria Angelidou-Smith, formerly the chief product officer at Reddit, will succeed Walters as the president of Mojang Studios.
The XP division will manage existing and future projects, such as the Fallout TV series and the upcoming Gears of War film for Netflix. While the Fallout series boosted game sales, the Halo TV series concluded after two seasons in 2024. Additionally, the division will oversee the Minecraft World theme park, scheduled to open at Chessington World of Adventures in 2027.
This organizational shift follows a broader "reset" within Microsoft's gaming portfolio, which involved the loss of approximately 3,200 jobs and the divestment of five studios. Contributing editor Rob Fahey noted that a clear long-term vision for the post-reset state of Xbox remains unarticulated.
