Key information
Microsoft has officially announced the creation of Xbox XP, a new division dedicated to expanding its gaming franchises through film, television, consumer products, and live experiences. This strategic shift follows the success of the 2025 film A Minecraft Movie and the Fallout series on Prime Video.
According to Matthew Ball, chief strategy officer at Xbox, the division will operate across four core pillars: Xbox Pictures for linear storytelling, Xbox Products for fan merchandise, Xbox Places for live events and attractions, and Xbox Partnerships for brand collaborations. The initiative aims to align existing capabilities under a shared mission to reach broader audiences.
Kayleen Walters, former president of Mojang and executive producer of A Minecraft Movie, will lead the new division. She will report to Xbox CEO Asha Sharma, alongside Mari Angelidou-Smith, who succeeds Walters at Mojang. Ball emphasized that while XP seeks to grow these fandoms, great games remain the foundation of the Xbox brand.
The company has several adaptations in development, including a sequel titled A Minecraft Movie Squared, a third season of Fallout, a Call of Duty film, and a Diablo animated series for Netflix. This move marks a renewed attempt at Hollywood integration, following the closure of the short-lived Xbox Entertainment Studios, which was founded in 2013 and shuttered the following year.
