Microsoft has announced Xbox XP, a new division focused on expanding its gaming franchises beyond video games through movies, television, merchandise, live experiences and partnerships.
In an official Xbox Wire announcement, Xbox Chief Strategy Officer Matthew Ball outlined the company’s ambition to become the world’s leading entertainment company.
The new XP division, led by President Kayleen Walters, will bring together several existing Xbox teams to expand the reach of its franchises and introduce them to new audiences.
Xbox XP Will Focus on Four Key Areas
The division will operate across four main categories:
- Xbox Pictures: Developing film, television and other storytelling adaptations featuring Xbox worlds and characters.
- Xbox Products: Creating merchandise and consumer products inspired by Xbox franchises.
- Xbox Places: Bringing communities together through live events, attractions, broadcasts and immersive experiences.
- Xbox Partnerships: Collaborating with brands, creators and communities on sponsorships and new experiences.
Rather than creating entirely new operations, XP will consolidate capabilities already spread across different Xbox teams under a unified strategy.
Xbox Wants Its Franchises to Reach Beyond Gaming
The initiative reflects Microsoft’s broader efforts to turn its gaming properties into entertainment franchises that can reach audiences outside traditional gaming platforms.
Through XP, Xbox aims to strengthen connections with existing fans while introducing its characters and worlds to people who may never have played the original games.
However, Microsoft has not announced any specific new movies, television series or other projects as part of the division’s launch.
Further details about Xbox XP’s upcoming initiatives are expected as the company expands its entertainment strategy.
