Microsoft's Xbox sets up XP division for film, TV, merchandise and live experiences
In short
Microsoft's Xbox has set up a new division, XP, to handle film and television, consumer products, live experiences and partnerships beyond the games themselves, Chinese outlets reported on October 8. Former Mojang leader Kayleen Walters is its president, and Maria Angelidou-Smith becomes chief executive of Mojang.
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Microsoft's Xbox has set up a new division called XP to handle entertainment beyond the games themselves, IT Home and cnBeta reported on October 8. IT Home said Xbox announced the division that day, local time, and that it aims to bring players more immersive experiences and extend the reach of game IP. CLS and 36Kr reported in brief that Microsoft had set up a new department to expand Xbox's film and television business. [ 1 , 2 , 3 , 4 ]
According to cnBeta, XP will work in four areas: Xbox Pictures, for film, television and other screen storytelling; Xbox Products, for licensed merchandise and fan products; Xbox Places, covering live events, immersive experiences, theme attractions, broadcast programmes and physical destinations; and Xbox Partnerships, working with creators, brands and communities on new experiences, sponsorships and brand collaborations. IT Home listed the four areas as film and television, consumer products, live experiences and strategic partnerships. cnBeta quoted Xbox chief strategy officer Matthew Ball as saying the division is meant to bring together existing capabilities and help its franchises reach wider audiences and grow fan communities. [ 3 , 4 ]
Kayleen Walters, who previously led Minecraft developer Mojang, is XP's president; IT Home described her as its first president. cnBeta reported that she spent 13 years at Lucasfilm before joining Xbox, working on Star Wars film and television, products and partnerships. Microsoft said Minecraft's cumulative sales rose from 350 million to more than 425 million copies during her time at Mojang and that its merchandise business grew significantly, cnBeta reported. She is also an executive producer of the Minecraft film and its sequel. [ 3 , 4 ]
Maria Angelidou-Smith succeeds Walters at Mojang; IT Home said she will join Xbox as chief executive of Mojang and Minecraft. cnBeta reported that she was formerly chief product officer at Reddit, had led product and technology work at Meta and Personio, and is due to take up the post on October 19. [ 3 , 4 ]
cnBeta noted that Xbox already has several game adaptations for film and television, including a sequel to the Minecraft film, a third season of the live-action Fallout series on Prime Video, a Call of Duty film and a Diablo animated series on Netflix. It said XP means Microsoft will use a dedicated organisation to coordinate such cross-media work and extend it to licensed merchandise, events and brand partnerships, rather than only releasing adaptations one at a time. [ 3 ]
The outlet also recalled that Microsoft set up Xbox Entertainment Studios in 2012 to make film and television content adapted from games, and that the unit closed two years later. It said XP has a broader scope, sits within Xbox's existing management structure, and comes as Xbox CEO Asha Sharma pushes a reorganisation of the business. Xbox said building experiences around its games complements extending the reach of its game franchises, and that the games themselves will remain at the centre of the brand. [ 3 ]
Why it matters
According to cnBeta, XP gives Microsoft a dedicated organisation to coordinate game adaptations such as the Minecraft film sequel, the Fallout series and a Call of Duty film, and to extend that work into merchandise, events and brand partnerships. cnBeta noted that Microsoft has tried a dedicated screen unit before: Xbox Entertainment Studios, set up in 2012, closed two years later.
Key facts
- Microsoft has set up a new Xbox division covering film and television. [ 1 , 2 , 3 , 4 ]
- The division is called XP. [ 3 , 4 ]
- XP covers four areas: film and television, consumer products, live experiences and partnerships. [ 3 , 4 ]
- Kayleen Walters, who previously led Mojang, is XP's president. [ 3 , 4 ]
- Maria Angelidou-Smith becomes chief executive of Mojang. [ 3 , 4 ]
- Xbox chief strategy officer Matthew Ball said the division is meant to bring together existing capabilities and help its franchises reach wider audiences and grow fan communities. [ 3 ]
- Microsoft set up Xbox Entertainment Studios in 2012 to make film and TV content adapted from games; it closed two years later. [ 3 ]
Confirmed by several sources
- Microsoft has set up a new Xbox division covering film and television. [ 1 , 2 , 3 , 4 ]
- The new division is called XP and covers film and television, products, live experiences and partnerships. [ 3 , 4 ]
- Kayleen Walters, previously head of Mojang, is the division's president. [ 3 , 4 ]
- Maria Angelidou-Smith becomes chief executive of Mojang. [ 3 , 4 ]
Still unclear
- Angelidou-Smith is due to take up the Mojang post on October 19. Only cnBeta gives the start date.
- Minecraft's cumulative sales rose from 350 million to more than 425 million copies while Walters led Mojang. Microsoft's figures, reported only by cnBeta.
- XP was created as Xbox CEO Asha Sharma pushes a reorganisation of the business. Only cnBeta links the division to a reorganisation.
What local media are saying
Timeline, local time
- CLS reports that Microsoft has set up a new department to expand Xbox's film and television business. [ 1 ]
- 36Kr carries the CLS report. [ 2 ]
- cnBeta reports details of the XP division, its four units and its leadership. [ 3 ]
- IT Home reports that Xbox has announced the XP division, led by Kayleen Walters. [ 4 ]