Xbox has created a new division called XP to expand its game franchises into film and television, merchandise, brand partnerships, live events and location-based experiences. Former Mojang chief Kayleen Walters has been appointed president of the division.
In an official Xbox Wire announcement, Xbox chief strategy officer Matthew Ball said the company is bringing together work that had previously been spread across multiple teams. The aim is to give Xbox franchises more ways to reach players and new audiences beyond the games themselves.
The XP name is a reference to “experience points.” Its work is organized around four areas:
- Xbox Pictures will oversee film, television and other linear storytelling projects.
- Xbox Products will focus on licensed merchandise and other products tied to Xbox franchises.
- Xbox Places will cover live events, broadcasts, attractions and other location-based experiences.
- Xbox Partnerships will work with creators, brands and communities on sponsorships and new collaborations.
Xbox stressed that games will remain at the center of its franchises. XP will work with the company’s studios and outside partners to build additional experiences around those properties rather than replacing their game-focused foundations.
Walters previously spent 13 years at Lucasfilm, where she worked across Star Wars films, products and partnerships. She later led Mojang, a period in which Minecraft sales grew from 350 million to more than 425 million units, its merchandise business expanded and A Minecraft Movie became the biggest U.S. film opening for a video game adaptation.
The new division formalizes Xbox’s broader push to treat its game properties as entertainment franchises that can extend across screens, products and physical experiences.
Which Xbox franchise would you most like to see expanded through XP?
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