Key information
Xbox CEO Asha Sharma has introduced the XP division, a new unit tasked with overseeing four key investment areas: pictures, products, places, and partnerships. Former Mojang Studios president Kayleen Walters will lead this department, which aims to expand the brand's presence in film, television, and potentially theme parks.
Despite the rebranding, the announcement lacks details regarding new projects or specific investments. The initiative primarily consolidates existing efforts, such as the Call of Duty movie, Fallout: Season 3, and A Minecraft Movie Squared, rather than introducing fresh content.
Xbox chief strategy officer Matthew Ball stated that the division aligns existing capabilities under a shared mission to grow franchises and reach new audiences. However, critics suggest this move functions as a public relations strategy while the company continues to navigate studio closures and layoffs.
The announcement follows reports of declining performance, with Circana data showing US hardware unit sales fell 31% in August compared to August 2025, marking the lowest figures since August 2020. This comes despite claims from leadership that the brand has returned to growth.
