$MSFT Xbox Launches New "XP" Division to Expand Beyond Games — Into...

$MSFT Xbox Launches New "XP" Division to Expand Beyond Games — Into Film, Events, Theme Parks, and Merchandise

Xbox announced a new division called XP — short for Experience Points (a gaming term), unrelated to Windows XP — tasked with expanding the Xbox brand beyond games into adjacent businesses, including film, television, events, theme parks, merchandise, and brand partnerships.

XP is organized into four branches, all following the XP naming theme:

• Xbox Pictures — movies, TV, and other storytelling formats

• Xbox Products— fan merchandise

• Xbox Places— events and theme park ventures

• Xbox Partnerships — collaborations with creators, brands, and communities

Leading the new division is Kayleen Walters, president of Mojang Studios and producer of both Minecraft movies, who previously spent 13 years at Lucasfilm with deep experience in Star Wars film marketing. Microsoft has also brought in Maria Angelidou-Smith, former Chief Product Officer at Reddit, as Mojang's new president.