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. XP will be led by Kayleen Walters, who is moving from her role heading up Minecraft-maker Mojang to be president of the new division. Mojang will next be led by Maria Angelidou-Smith, who is leaving her job as Reddit’s chief product officer to become CEO of Mojang and Minecraft, and she starts on October 19th.
Xbox is already developing several film and TV adaptations, including a sequel to the successful A Minecraft Movie, a third season of Prime Video’s Fallout live-action series, a Call of Duty film, and a Diablo animated series for Netflix. “Great games remain at the center of these franchises and at the heart of XBOX,” Ball says.
“XP will partner with the best creative minds across our studios, along with trusted partners, to build on that foundation and create more ways for people to experience the worlds they love.” Xbox CEO Asha Sharma also sent an email about the changes to employees. She had previously told staff that the company would build “long-term plans” for Xbox’s franchises “across film, television, consumer products, sponsorship, live experiences” as part of her broader “reset” of the Xbox business.
Since taking over in February, Sharma has enacted sweeping layoffs, sold off studios, and made big changes to Xbox’s studio structure, including putting Activision in charge of Halo. In 2012, Microsoft established Xbox Entertainment Studios to make film and TV adaptations of Xbox games, but shut it down two years later.
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