Xbox is looking to take its biggest gaming franchises well beyond consoles and PC, announcing XP, a new division dedicated to expanding the company’s properties through film, television, merchandise, partnerships, and live experiences.
Led by newly appointed president Kayleen Walters, XP will bring together teams and initiatives that were previously spread across Xbox, giving the company a more unified approach to developing its franchises outside gaming. Walters spent 13 years at Lucasfilm before becoming president of Mojang, where she helped oversee Minecraft’s growth to more than 425 million units sold and its expansion into films, merchandise, and theme parks.
The new division will operate across four areas. Xbox Pictures will focus on film and television adaptations, while Xbox Products will develop merchandise and other products for fans. Xbox Places will cover live events, attractions, immersive experiences, and other destinations, with Xbox Partnerships working with creators, brands, and communities on collaborations and new experiences.
The announcement arrives as Xbox continues to expand its entertainment ambitions beyond games. A Minecraft Movie demonstrated the potential of adapting one of its biggest franchises for the big screen, while other projects in development include a Call of Duty film, a third season of the Fallout television series, and an animated Diablo series for Netflix. XP will give these kinds of efforts a more centralized home as Xbox looks for additional ways to bring its properties to new audiences.
Despite the broader ambitions, Xbox says its games will remain at the heart of its franchises. The goal is to build on the worlds, characters, and communities established through gaming, creating more ways for longtime fans to engage with them while introducing those properties to people who may never have picked up a controller.
With XP, Xbox is formalizing its push to turn its gaming properties into broader entertainment franchises, with film, television, products, and real-world experiences all playing a larger role in their future.