Xbox is officially expanding its reach beyond video games with the establishment of a new division called XP, dedicated to bringing its franchises to film, television, consumer products, live events, and brand partnerships. This formalizes efforts that have been underway for some time, including a forthcoming Minecraft-themed attraction.
Xbox CTO Scott Van Vliet confirmed that theme parks are now part of the XP division's scope. This move follows a statement from Xbox Chief Strategy Officer Matthew Ball, who indicated that the upcoming Minecraft theme park initiative is "the first of many theme park placements to come." Microsoft had previously announced plans for a Minecraft theme park in 2024, with the UK attraction set to open next year and feature themed food.
This strategy mirrors that of Nintendo, which has successfully integrated its properties, such as Mario and Donkey Kong, into Universal Studios theme parks in both the US and Japan. The Super Nintendo World areas are integrated within the larger Universal Studios parks, a model that Xbox appears to be following. The Minecraft theme park will also be situated within an existing location, Chessington World of Adventures in the UK.
Despite these developments, fans should temper expectations for dedicated Xbox theme parks. Ball's emphasis on "theme park placements" suggests that future ventures will likely involve integrating Xbox franchises into existing entertainment venues rather than building standalone parks. The XP division, led by former Lucasfilm executive Kayleen Walters, aims to streamline and expand Xbox's presence across a variety of entertainment mediums.