Xbox creates XP division to expand gaming franchises beyond video games

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Video game franchises like Minecraft, Call of Duty and Fallout have massive global fan bases, and entertainment companies increasingly seek to expand these properties into films, television programmes, merchandise and live events. Xbox, a gaming division of Microsoft, owns or manages many of these franchises and has previously worked on such expansions separately across different parts of its business. It is now creating a dedicated division called XP to bring all this non-gaming work together under a single unified strategy.

The new XP division will be led by Kayleen Walters, who previously ran Mojang, the company behind Minecraft. Its focus will span four main areas: developing film and television content, creating merchandise and consumer products, organising live experiences and events, and building partnerships with creators and brands. Xbox is already developing several major adaptations, including a new Minecraft film and further series of the Fallout television show on Prime Video.

This restructuring is part of a broader overhaul of Xbox under new chief executive Asha Sharma, who took the role in February. The company has undergone significant changes, including studio closures and job cuts, as Sharma attempts to refocus the business on core strengths and new growth opportunities. Centralising this previously scattered work reflects how important these expanded franchises have become to Xbox's future strategy.