Xbox announced XP on October 8, a new division focused on bringing its franchises to film and television, consumer products, live experiences, and partnerships. Newly appointed division president Kayleen Walters will lead the group, which brings together work previously spread across Xbox teams, according to the XP announcement.
Games will remain at the center of Xbox’s franchises. XP is meant to build on that foundation with more ways for fans, creators, and partners to connect with those worlds.
Xbox identified four investment areas for XP, covering everything from screen adaptations to in-person events:
- XBOX PLACES will bring communities together through live events, attractions, broadcasts, and destinations.
- XBOX PICTURES will bring Xbox worlds and characters to film, television, and other forms of storytelling.
- XBOX PARTNERSHIPS will work with creators, brands, and communities on experiences, sponsorships, and brand partnerships.
- XBOX PRODUCTS will develop consumer products that let fans celebrate and express their connection to the franchises.
Walters spent 13 years at Lucasfilm helping grow and relaunch a major franchise. During her tenure at Mojang, Minecraft sales increased from 350 million units to more than 425 million, and the game’s 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 No. 1 at the domestic box office. Mojang also secured its first theme-park placement.
Which of XP’s four areas do you think has the clearest path to connecting Xbox franchises with more fans? For more on how games reach new audiences through films, products, and live events, follow us on X, Bluesky, YouTube, Instagram, Steam, and Telegram.
