Xbox has announced XP, a new division focused on expanding its gaming franchises beyond games through film and television, consumer products, live experiences and strategic partnerships. The division will be led by newly appointed President Kayleen Walters.
XP brings together capabilities that previously existed across different Xbox teams, with the goal of creating more ways for players and new audiences to engage with Xbox franchises. Xbox says its games will remain at the centre of these properties, with XP working alongside its studios and external creative partners.
The new division will operate across four main areas:
- Xbox Pictures: Develop film, television and other forms of linear storytelling based on Xbox worlds and characters.
- Xbox Products: Create consumer products designed around Xbox franchises and their fan communities.
- Xbox Places: Develop live events, immersive experiences, attractions, broadcasts and other destinations.
- Xbox Partnerships: Work with creators, brands and communities on new experiences, sponsorships and brand partnerships.
Walters joins XP after spending 13 years at Lucasfilm before moving to Mojang. Xbox highlighted her work across major entertainment properties, including her time at Mojang, where Minecraft grew from 350 million units sold to more than 425 million during her tenure.
Xbox also pointed to the success of A Minecraft Movie, which recorded the biggest opening weekend for a video game adaptation and finished first at the domestic box office. Mojang also secured its first theme park placements during Walters’ tenure.
The creation of XP formalises Xbox’s investment in these areas as the company looks to develop additional ways for audiences to experience its franchises.
