Xbox Launches XP Division to Expand Franchises Beyond Games

Microsoft's Xbox has announced the creation of XP, a new division aimed at expanding its gaming franchises into film, television, consumer products, live events and strategic partnerships. The move formalizes efforts already spread across various Xbox teams, bringing them together under one shared mission.

XP is led by newly appointed President Kayleen Walters, who previously worked at Lucasfilm and Mojang. At Mojang, she helped grow Minecraft from 350 million units sold to over 425 million, launched a successful movie adaptation and secured theme park placements. Her experience spans film, merchandising and live entertainment.

The division is built around four investment areas: Xbox Pictures for linear storytelling, Xbox Products for fan merchandise, Xbox Places for live events and immersive experiences, and Xbox Partnerships for collaborations with creators and brands. Great games remain central to these efforts, according to the company.

XP will work closely with Xbox Game Studios and external partners to create new ways for fans to experience the worlds they love. The goal is to help franchises reach more people and deepen connections with both players and new audiences globally.

The announcement was made via Xbox Wire, with no specific launch dates or project details provided at this time.