Xbox launches XP, a division for films, TV, merchandise and theme parks
Xbox has created a new division called XP to take its franchises beyond games, with Kayleen Walters, formerly of Mojang, as its president. It covers film and TV, merchandise, live events and brand partnerships.
Xbox has announced a new division called XP, short for Experience Points, built to take its game franchises into films, television, merchandise, live events and attractions. Matthew Ball, Xbox's Chief Strategy Officer, introduced it in a post on Xbox Wire on October 8, and a separate memo to staff from Xbox leadership named the person who will run it.
What XP covers
XP is split into four areas. Xbox Pictures handles film and TV adaptations. Xbox Products covers licensing and merchandise. Xbox Partnerships is for sponsors and brand deals. Xbox Places covers marquee broadcasts and in-person events, theme parks and other location-based experiences.
Ball framed the goal as growing games into "enduring franchises" and said great games stay at the centre of the plan, with XP working alongside Xbox's studios and outside partners.
Who runs it
Kayleen Walters is XP's president. Xbox's announcement says she spent 13 years at Lucasfilm and then led Minecraft at Mojang, where it reached 425 million copies sold and where the Minecraft Movie launched. Her move leaves Mojang needing a new head: Maria Angelidou-Smith, formerly Chief Product Officer at Reddit, becomes CEO of Mojang and Minecraft on October 19.
What happens next
Neither post names specific projects, release dates or park locations, so what XP actually makes first is still open. Minecraft is the obvious proof of concept given Walters' background, but Xbox has not said which franchises come next.
Why it matters
Xbox has spent years being outpaced by PlayStation's film and TV push, and this is the first time it has put a dedicated division and a named president behind doing the same.