Xbox is launching a new film and TV division
Xbox is centralizing its non-gaming media efforts into a new division called 'XP,' which will oversee film, TV, live events, and brand partnerships. The division will be led by Kayleen Walters, while Maria Angelidou-Smith takes over as CEO of Mojang.
Why it matters
This move reflects a broader industry trend of gaming companies leveraging their intellectual property across multiple entertainment mediums to maximize brand reach.
Xbox is launching a new division, called “XP,” that’s dedicated to Xbox experiences that aren’t video games, including films and TV adaptations, consumer products, live events, and partnerships with creators and brands. Different teams at Xbox already do this work, but it will all now fall under the centralized XP division.
XP formalizes four “investment areas,” according to a blog post by Xbox chief strategy officer Matthew Ball:
> XBOX PICTURES: Bringing our worlds and characters to new audiences through film, television, and other forms of linear storytelling.
> XBOX PRODUCTS: Creating products that are authentic to the fandom that allow fans to celebrate and express the franchises they love.
> XBOX PLACES: Bringing communities together through live events, immersive experiences, attractions, broadcasts, and destinations.
> XBOX PARTNERSHIPS: Working with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships.
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