Microsoft Establishes Xbox XP Division to Expand Franchises Into Film, Events, and Merchandise
Xbox has formed Xbox XP, a new division dedicated to handling film and TV projects, merchandise, live venues, and brand partnerships across its major franchises.
Microsoft has announced the formation of a brand-new division designated as Xbox XP, created to expand the reach of its gaming franchises into external entertainment media. Standing for "experience points," the new wing will take charge of initiatives outside traditional game development, including movie and television adaptations, consumer goods, strategic partnerships, and live public events.
The newly established unit is structured into four primary branches: Xbox Pictures, Xbox Products, Xbox Places, and Xbox Partnerships. Xbox Pictures will manage narrative adaptations for screens, Xbox Products will oversee consumer merchandise, Xbox Places will run real-world events, attractions, and broadcasts, while Xbox Partnerships will handle collaborations with outside creators, brands, and sponsors.
Xbox XP will be led by Kayleen Walters, a former president of Minecraft developer Mojang who previously managed franchise development within Microsoft and spent over a decade at Lucasfilm. The move arrives alongside widespread internal studio closures and layoffs across Xbox's development teams, as the company seeks to build broader commercial reach around its intellectual properties following the successful cinematic adaptation of Minecraft.