Key information
Xbox has officially established a new entertainment division named XP, tasked with expanding its gaming franchises into film, television, physical experiences, and consumer products. Led by Lucasfilm veteran Kayleen Walters, the division aims to position Xbox as a premier global entertainment company by leveraging its intellectual property beyond traditional gaming boundaries.
The XP division operates across four core investment pillars: Xbox Pictures for screen adaptations, Xbox Products for merchandise, Xbox Partnerships for brand collaborations, and Xbox Places for live events and theme parks. Microsoft clarified that XP is not a production house itself but will instead focus on securing strategic partners to execute these diverse projects.
This initiative builds on recent successes, including the Fallout television series and the record-breaking A Minecraft Movie. Microsoft noted that these adaptations significantly boost game engagement, citing a 5x increase in Fallout playtime and a 75% rise in weekly active Minecraft users following their respective media releases. Upcoming projects include a Diablo animated series and a Minecraft theme park.
While Microsoft previously attempted a similar strategy with the short-lived Xbox Entertainment Studios in 2012, the company is now integrating these efforts under CEO Asha Sharma's broader organizational reset. As part of this leadership shift, Maria Angelidou-Smith has been appointed as the new CEO of Mojang.
