Xbox is expanding its entertainment ambitions with the launch of XP, a new division designed to bring its biggest gaming franchises to audiences beyond video games. The initiative will focus on film and television adaptations, consumer products, partnerships, and live experiences.
Kayleen Walters, president of Minecraft developer Mojang, will lead XP as its president. Walters previously worked at Lucasfilm and served as an executive producer of A Minecraft Movie. Maria Angelidou-Smith will take over as CEO of Mojang.
XP Aims to Bring Xbox Franchises to New Audiences
XP, short for “Experience Points,” will connect Xbox’s gaming properties with new entertainment opportunities. The division will help popular franchises reach audiences through movies, television, merchandise, and immersive experiences.
“XP was created from a simple but powerful belief: the world’s most beloved gaming franchises have an opportunity to reach people far beyond the boundaries of the game itself,” Walters wrote in an email to her team obtained by The Hollywood Reporter.
“Fans don’t just play our franchises. They watch them, wear them, attend them, celebrate them, and connect with them in countless ways. XP brings together the teams responsible for helping Xbox franchises show up in the world in bigger, more meaningful ways.”
Unlike a traditional Hollywood studio, XP will not produce movies or television programs directly. Instead, the division will connect Xbox’s intellectual properties with production companies capable of bringing those franchises to new audiences.
Building on the Success of A Minecraft Movie
Xbox hopes to replicate the success of A Minecraft Movie, which became the highest-grossing film of 2025. The blockbuster demonstrated the commercial potential of adapting established video game franchises for mainstream entertainment audiences.
A sequel, Minecraft Squared, is already in production. Meanwhile, a Minecraft theme park is being developed for 2027, extending the franchise into location-based entertainment.
These projects reflect XP’s four primary investment areas: Pictures, Products, Partnerships, and Places. Together, they represent a strategy to expand Xbox properties across multiple entertainment platforms.
Call of Duty, Fallout, Halo, and More Could Expand
XP has a substantial catalog of gaming franchises to work with, including Call of Duty, Fallout, Warcraft, Gears of War, Candy Crush, Diablo, Forza, The Elder Scrolls, and Halo. Each property offers opportunities for adaptations, licensing, merchandise, and live experiences.
Some franchises have already made the transition to television with mixed results. Amazon Prime Video’s Fallout has found success, with a third season on the way, while Paramount’s Halo series failed to achieve similar results.
Xbox sees additional opportunities to expand these properties beyond their existing adaptations. XP will focus on finding the right production partners and entertainment formats for each franchise.
New Film and Television Projects Are Already Taking Shape
Several Xbox-related entertainment projects are already in development. A Call of Duty movie from Taylor Sheridan and Peter Berg is moving forward, while Netflix has announced an animated series based on Diablo.
Another potential adaptation involves PHYSINT, a new project from video game creator Hideo Kojima. Plans for the game already include exploring opportunities in film and television.
These projects demonstrate how Xbox intends to extend the reach of its gaming franchises. Rather than limiting their appeal to players, the company wants to build entertainment properties that connect with audiences across multiple formats.
XP Launches Amid Major Xbox Restructuring
The entertainment expansion comes as Xbox undergoes significant organizational changes under Sharma. The restructuring has included thousands of layoffs and the closure of several game development studios.
Despite those cuts, Xbox is investing in new ways to capitalize on its established franchises. XP represents an effort to turn the company’s gaming portfolio into a broader entertainment business, using film, television, merchandise, partnerships, and live experiences to reach consumers beyond the gaming market.
