Xbox is launching a new division called XP that will handle every Xbox experience outside of video games, according to The Verge. That includes films and TV adaptations, consumer products, live events, and partnerships with creators and brands.
The move centralizes work that different Xbox teams were already doing. XP formalizes four investment areas outlined by Xbox chief strategy officer Matthew Ball: Xbox Pictures, Xbox Products, Xbox Places and Xbox Partnerships. Kayleen Walters, previously head of Minecraft maker Mojang, becomes president of the new division.
Xbox Pictures, Products, Places and Partnerships
Ball described the four areas in a blog post. Xbox Pictures covers film, television and other linear storytelling built on Xbox worlds and characters. Xbox Products is about merchandise that lets fans celebrate the franchises they love. Xbox Places focuses on live events, immersive experiences, attractions, broadcasts and destinations. Xbox Partnerships works with creators, brands and communities on new experiences, sponsorships and brand deals.
Xbox already has several adaptations in the pipeline, per The Verge and Techmeme. Those include a sequel to A Minecraft Movie, a third season of the Fallout live-action series on Prime Video, a Call of Duty film, and a Diablo animated series for Netflix.
- Xbox Pictures: film, TV and linear storytelling
- Xbox Products: fan merchandise and consumer products
- Xbox Places: live events, attractions and broadcasts



