Xbox has established a new division named XP, dedicated to creating movies, television shows, and other entertainment experiences. The division will be led by Kayleen Walters, who previously served as president of Mojang and executive producer for "A Minecraft Movie." XP is structured around four key investment areas: Xbox Pictures for film and television, Xbox Products for licensing and merchandise, Xbox Partnerships for collaborations, and Xbox Places for live events and location-based entertainment.
Microsoft stated that the formation of XP is intended to support Xbox's goal of becoming the premier entertainment and gaming company globally. This initiative seeks to extend major Xbox franchises beyond their original video game formats. XP will not function as a direct production company but will focus on identifying and collaborating with external partners across various media.
Recent successes in media adaptations, such as "Fallout" on Prime Video and "A Minecraft Movie," highlight the potential for Xbox intellectual property. Upcoming projects include a "Minecraft" sequel film, "Fallout" Season 3, a "Call of Duty" movie, and a "Diablo" animated series on Netflix. Film and TV rights for Hideo Kojima's "Physint" are also included in Microsoft's acquisition, suggesting future adaptations.
XP also encompasses live events, building on the success of events like BlizzCon and Minecraft Live, which draw millions of viewers and attendees. The division also aims to leverage existing partnerships, citing examples such as the "Gears of War" collaboration with WWE, "Xbox"-branded IKEA furniture, and an upcoming "Minecraft" theme park.
"Our franchises can mean more to people than the time they spend playing them, and Kayleen knows how to build those experiences with the industry without losing what made people care about the franchise in the first place," said Xbox CEO Asha Sharma in a company memo. Sharma also noted that successful media adaptations can significantly boost engagement with the associated games. For instance, "Fallout" games on Game Pass saw a five-fold increase in playtime during its first season, and "Minecraft" experienced over a 75% rise in weekly active users year-over-year following its movie release.
This move echoes a previous attempt by Microsoft in 2012 with Xbox Entertainment Studios (XES), which aimed to produce original TV content for Xbox consoles. XES announced plans for shows based on "Gears of War," "Fable," and "Forza," among others, but the initiative was shut down two years later.
In related personnel changes, Maria Angelidou-Smith has been appointed CEO of Mojang. With extensive experience at Meta, Personio, and Reddit, she is tasked with leading Mojang while fostering collaboration with its teams and communities. Minecraft, the best-selling video game of all time with over 425 million copies sold, continues to be a significant focus for Xbox, bolstered by its substantial global merchandising business.