In a bid to transform its gaming IP into global, generational entertainment powerhouses, Xbox recently announced the creation of XP, an entirely new division dedicated to expanding its game franchises beyond video game screens. The move forms part of Xbox’s broader ambition to become the leading entertainment company in the world. As outlined in an internal communication from Xbox CEO Asha Sharma, the newly established unit consolidates various capabilities that have operated across scattered teams for years, unifying them under a single strategic umbrella. In this article, we’ll explain what is it and how the company plans to expand its gaming division.
Heading the division is newly appointed president Kayleen Walters, who will oversee Xbox’s expansion across four dedicated focus areas: film and television, consumer retail products, live entertainment and brand collaborations. the XP division will collaborate with studio teams and outside creatives across four formal investment branches While Xbox stressed that producing top-tier video games remains the foundation of its business.
Across 13 years at Lucasfilm, she helped grow and relaunch one of the most influential franchises in history. Under her tenure, Minecraft grew from an already-record setting 350 million units sold to over 425 million, its merchandising business became one of the top 20 globally. A Minecraft Movie had the biggest opening weekend ever for a video game adaptation and finished #1 at the domestic box office, and Mojang secured the first of many theme park placements to come.
Xbox pictures : Adapting game lore and characters into television shows, feature films, and linear media to engage wider audiences. Xbox products : Designing and manufacturing authentic merchandise that allows fans to celebrate their favorite gaming universes. Xbox places : Engineering real-world interactions, including physical attractions, themed destinations, live events, broadcasts and experiential exhibits. Xbox partnerships: Collaborating with external brands, digital creators, and community groups on high-profile sponsorships and cross-promotions. Building more ways to experience the worlds we love. Our ambition at XBOX is to be the number one entertainment company in the world. This means growing our games into enduring franchises that entertain, inspire and connect people across every generation and across the globe. That opportunity is why we’re creating XP. As Asha shared in her email this morning, XP is a new XBOX division, led by newly appointed President, Kayleen Walters, spanning film and television, consumer products, strategic partnerships, and live experiences. It brings together capabilities that have existed across various teams at XBOX for years and aligns them behind a shared mission: helping our franchises reach more people, create deeper connections with players and new fans, and unlock new opportunities for these fandoms to grow around the world. Great games remain at the center of these franchises and at the heart of XBOX. 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. The formation of the XP division formalizes four investment areas: 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. Throughout her career, Kayleen has helped steward some of the world’s most iconic entertainment properties. At Mojang, her record speaks for itself. Kayleen understands that the strongest franchises grow by remaining true to what and who made them special while creating new ways for fans, creators, partners, and communities to participate. I cannot imagine a better leader for this division and we are just getting started imagining what it will build. Matthew Ball You use AI every day. Now get your AI Quotient. Take the AIQ test.