Microsoft creates XP unit to expand Xbox media

Microsoft is formalizing its expansion into Hollywood and location-based entertainment by launching a dedicated division within Xbox called XP, short for Experience Points. The unit will unify film and television adaptations, consumer merchandise, corporate partnerships, and live events across the company's video game franchises.

Former Mojang executive Kayleen Walters has been named President of XP. Walters previously managed franchise operations for Minecraft and spent more than a decade overseeing Star Wars licensing and products at Lucasfilm. Concurrently, former Meta and Reddit executive Maria Angelidou-Smith has been appointed Chief Executive Officer of Mojang and Minecraft to oversee the operational and technical development of the franchise.

The reorganization follows recent cross-media momentum, including the Fallout television series on Amazon Prime Video, which drew more than 100 million viewers, alongside Warner Bros.' A Minecraft Movie. Microsoft stated that XP will function as a centralized brand management arm rather than an independent production studio.

The upcoming pipeline under XP includes a Diablo animated series with Netflix, a planned Call of Duty feature film, and a Minecraft theme park attraction scheduled to open in London in 2027.