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Xbox has officially launched a new division named XP, designed to centralize efforts for experiences outside of traditional video games. This initiative consolidates various existing teams under one umbrella to manage film and television adaptations, consumer products, live events, and brand partnerships.
The XP division focuses on four specific investment areas: Xbox Pictures for linear storytelling, Xbox Products for fan merchandise, Xbox Places for live events and attractions, and Xbox Partnerships for creator collaborations. According to chief strategy officer Matthew Ball, these efforts aim to build upon the foundation of existing game franchises.
Kayleen Walters, formerly of Mojang, will lead the new division as president. This organizational shift follows CEO Asha Sharma’s broader business reset, which has included significant restructuring and studio changes since February. Microsoft previously attempted a similar venture with Xbox Entertainment Studios in 2012, though that division closed two years later.
Current projects under development include a sequel to A Minecraft Movie, a new season of the Fallout series on Prime Video, a Call of Duty film, and a Diablo animated series for Netflix.
