Microsoft's Xbox has established a new division, 'XP', to manage its expansion into non-gaming entertainment. The division will focus on extending the reach of Xbox's popular game franchises into new formats, aiming to deepen fan engagement and create new revenue opportunities. The move formalizes and unifies Xbox's efforts in media and consumer products.
The XP division is structured around four key "investment areas": Xbox Pictures for film and television projects, Xbox Products for consumer merchandise, Xbox Places for live events and attractions, and Xbox Partnerships for collaborations with other brands and creators. The new arm will be led by Kayleen Walters, who moves from her role as president of Mojang, the studio behind the highly successful Minecraft franchise.