Xbox announces XP division to expand franchises across film, TV, products, partnerships, and live experiences

Xbox has announced the formation of XP, a new Xbox division focused on expanding its franchises beyond games and reaching new audiences through film and television, consumer products, strategic partnerships, and live experiences.

The new division will be led by newly appointed president Kayleen Walters. Walters previously spent 13 years at Lucasfilm and most recently served as president of Mojang, where she helped oversee the growth of Minecraft to more than 425 million units sold, as well as its expansion into merchandising, film, and theme parks.

XP will bring together capabilities previously spread across various teams at Xbox and formalize four areas of investment:

• Xbox Pictures – Bringing our worlds and characters to new audiences through film, television, and other forms of linear storytelling.
• Xbox Products – Creating products that are authentic to the fandom that allow fans to celebrate and express the franchises they love.
• Xbox Places – Bringing communities together through live events, immersive experiences, attractions, broadcasts, and destinations.
• Xbox Partnerships – Working with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships.

“Great games remain at the center of these franchises and at the heart of Xbox,” Xbox chief strategy officer Matthew Ball said. “XP will partner with the best creative minds across our studios, along with trusted partners, to build on that foundation and create more ways for people to experience the worlds they love.”