Xbox forms XP division to centralize films, merch and events

Microsoft is formalizing a new division within Xbox to coordinate experiences built around its game worlds that don’t involve playing games. The group will oversee movie and TV projects, branded merchandise, live experiences, and collaborations with creators and brands. In short, it puts all these initiatives under one roof instead of scattering them across different teams.

The unit is designed around four strategic lanes. The first focuses on bringing Xbox narratives to screens and other storytelling formats, beyond just games. The second is about creating authentic, fan‑oriented products and gear that extend a franchise’s reach. The third concentrates on live and immersive experiences, including events, broadcasts, and destination spaces tied to Xbox worlds. The fourth handles partnerships with creators, brands and networks to build new cross‑media opportunities.

Leading the new division is Kayleen Walters, who is leaving her role at Mojang to serve as president of XP. The leadership transition at Mojang will see Maria Angelidou‑Smith take over as CEO of Minecraft and its studio on October 19. The changes reflect Microsoft’s push to align entertainment efforts around its gaming brands, rather than keeping projects siloed in separate business units.

Xbox already has several cross‑media efforts in the works. These include a sequel to a popular movie tied to a game property, a live‑action series based on a major franchise, a feature film adaptation of another game, and an animated series tied to a different universe. With XP officially in place, Microsoft says it will accelerate these cross‑platform plans while keeping the core focus on the gameplay worlds fans love.

Industry observers say XP could reshape how these properties are developed and marketed, potentially speeding up release cadences across formats and enabling more synchronized storytelling. The real test will be how quickly XP scales its slate and whether it can maintain consistency between games and the broader experiences built around them.

What this means for players and shoppers is a clearer path from a game to a broader experience you can actually watch, attend or collect. If you’re into a particular Xbox universe, you may see more branded products at retail, more film or TV announcements, and more live events tied to that world in the months ahead.