Xbox has introduced a brand new TV, motion pictures, and leisure division referred to as XP. Will probably be headed up by Kayleen Walters, a Lucasfilm veteran who strikes over from her most up-to-date put up as president of Minecraft maker Mojang, the place she additionally served as an govt producer on final 12 months’s A Minecraft Film.
XP brings collectively 4 “areas of funding”: Xbox Footage; Xbox Merchandise; Xbox Partnerships; and Xbox Locations. Microsoft stated XP was set as much as assist Xbox change into the primary leisure and gaming firm on the earth, which requires broadening its large franchises past video video games themselves. However it’s not a manufacturing firm. Moderately, Microsoft needs to seek out the correct companions to work throughout movie, TV, bodily experiences, and shopper merchandise.
Microsoft has already seen important success within the film and TV area, with Warner Bros.’ A Minecraft Film breaking field workplace data, and Amazon’s Fallout TV present setting data for Prime Video. Upcoming Xbox variations embrace film sequel Minecraft Squared, Fallout Season 3, a Name of Responsibility film with Peter Berg and Taylor Sheridan, and a Diablo animated collection with Netflix. Microsoft’s deal for Hideo Kojima’s Metallic Gear Strong religious successor Physint consists of movie and TV rights, so count on an adaptation of that finally.
XP can be about reside occasions, and once more, Xbox already has success there. Blizzard’s BlizzCon noticed a variety of important bulletins, with 35,000 individuals on the bodily occasion in Anaheim, California, and 12.5 million watching at dwelling. The latest Minecraft Dwell, which noticed the announcement of the primary new dimension for Minecraft in 14 years, reached greater than 144 million individuals.
In the meantime, Microsoft cited partnerships similar to Gears of Conflict’s takeover with WWE, and Xbox’s vary of Ikea furnishings. A Minecraft theme park is about to open its gates subsequent 12 months.
“XP was created from a easy however highly effective perception: the world’s most beloved gaming franchises have a possibility to achieve individuals far past the boundaries of the sport itself,” Walters stated. “Followers do not simply play our franchises. They watch them, put on them, attend them, rejoice them, and join with them in numerous methods. XP brings collectively the groups accountable for serving to Xbox franchises present up on the earth in larger, extra significant methods.”
“XP is a play on ‘Expertise Factors’ and formalizes 4 funding areas for us: Xbox Footage for movie and tv variations; Xbox Merchandise for licensing and merchandise; Xbox Partnerships for sponsors and model companions; and Xbox Locations for our marquee broadcast and in-person occasions, theme parks, and different location-based experiences,” Xbox CEO Asha Sharma wrote in a company-wide memo additionally posted to Xbox Wire.
“Our franchises can imply extra to individuals than the time they spend taking part in them, and Kayleen is aware of methods to construct these experiences with the trade with out shedding what made individuals care in regards to the franchise within the first place.”
Microsoft famous the uplift its video video games can get when motion pictures and exhibits do properly. For instance, Fallout video games on Recreation Move noticed a 5x enhance in hours performed throughout Fallout Season 1. Minecraft, in the meantime, noticed over a 75% enhance in weekly lively customers year-over-year because the film launched (as of April 30, 2026).
If this sounds a bit acquainted, it is as a result of Microsoft has tried this earlier than. In 2012 (again within the Xbox 360 period!), Microsoft introduced Xbox Leisure Studios with an purpose to supply TV exhibits that may air immediately on Xbox consoles. XES revealed plans to create exhibits based mostly on Gears of Conflict, Fable, Forza, and State of Decay — to not point out, after all, the unique model of the Halo TV present introduced at E3 by Stephen Spielberg, who was set to govt produce. They even deliberate to make an unscripted street-soccer drama referred to as Each Avenue United. Your complete XES effort lasted simply two years earlier than getting shut down because the Xbox One’s “multi function” message didn’t resonate with players following its reveal in 2013.
As a part of the modifications, Mojang has a brand new boss. Maria Angelidou-Smith, who joins Xbox as CEO of Mojang, spent practically a decade at Meta engaged on Fb Teams earlier than stints at Personio and Reddit, the place she was Chief Product Officer. “She has constructed merchandise utilized by billions of individuals and led product and engineering organizations by important development and alter,” Sharma stated.
“She’s going to deliver that have to Mojang whereas studying from the individuals who know Minecraft finest. Her first order of enterprise is for her to be taught from the groups and communities that make Minecraft so particular.”
Minecraft is, after all, one of many large Xbox franchises the corporate is doubling down on amid Sharma’s ongoing “Reset,” which has seen practically 2,000 employees reduce from the gaming enterprise to date this monetary 12 months. Minecraft is the best-selling online game of all time, having shifted over 425 million copies. Its important merchandising enterprise turned one of many prime 20 globally.