Xbox has formed a new cross media division named XP to oversee entertainment projects outside of video games. Led by newly appointed President Kayleen Walters, the unit consolidates operations across film, retail merchandise, and live events. The move formalizes Microsoft efforts to grow gaming franchises into global entertainment brands.
Xbox CEO Asha Sharma announced the group in an internal staff email, appointing Kayleen Walters to lead the project. Walters spent 13 years at Lucasfilm before joining Mojang, where she managed large commercial growth for Minecraft. Under her direction, Minecraft game sales expanded from 350,000,000 to over 425,000,000 units, and its consumer products operation joined the top 20 merchandise businesses globally. She also oversaw the theatrical Minecraft film starring Jason Momoa, which achieved record opening numbers for video game adaptations and secured initial theme park contracts.
The XP division unites multiple existing internal groups into 4 distinct commercial categories. Xbox Pictures handles feature films, episodic television, and narrative screen adaptations. Xbox Products oversees physical merchandise and consumer retail items. Xbox Places directs live interactive attractions, location entertainment, and major gatherings such as BlizzCon. Xbox Partnerships manages external creator agreements, commercial sponsorships, and promotional cross branding deals like recent initiatives with WWE.
The structural change aims to broaden brand reach while keeping internal game software studios focused entirely on active game production. Microsoft wants to capture broader revenue from intellectual property without pulling studio talent away from game development. By organizing films, physical merchandise, and public events under 1 corporate umbrella, Xbox is establishing the multi platform entertainment model commonly used by major film and toy conglomerates.
