重點資訊
Microsoft has officially established a new division named Xbox XP, designed to centralize the expansion of its gaming brands into film, television, merchandise, brand partnerships, and physical entertainment. The division, named after the gaming term for Experience Points, aims to consolidate various business units previously scattered across the company.
The XP division will focus on four primary pillars: Xbox Pictures for screen adaptations, Xbox Products for licensed merchandise, Xbox Places for immersive physical experiences and theme park attractions, and Xbox Partnerships for collaborative projects. Chief Strategy Officer Matthew Ball stated that the goal is to transform Xbox into a premier global entertainment company, ensuring gaming remains the core while extending brands across generations and regions.
Kayleen Walters, formerly of Lucasfilm and Mojang, has been appointed as president of XP. Walters brings extensive experience in brand management, having previously overseen Minecraft’s licensing growth and served as a producer for the Minecraft movie. She will report directly to Xbox CEO Asha Sharma.
While Microsoft previously shuttered its Xbox Entertainment Studios in 2014, the new XP division adopts a broader scope. Current initiatives include the Fallout series on Prime Video and upcoming projects like the Call of Duty film. Although the company has not yet announced specific new titles under this unified structure, it marks a strategic shift toward integrated brand management.
