Xbox Launches 'XP' Division for Movies, Merch, Theme Parks

Xbox CEO Asha Sharma announced on October 8, 2026, the creation of XP, a new division consolidating film, television, merchandise, live events, and partnerships for the company's game franchises under one roof.

Led by former Mojang president Kayleen Walters, who transitions from her role overseeing Minecraft's growth from 350 million to over 425 million units sold and serving as executive producer on the 2025 A Minecraft Movie, XP formalizes four pillars: Xbox Pictures for adaptations, Xbox Products for licensing and merchandise, Xbox Places for events and theme parks, and Xbox Partnerships for brand collaborations.

Maria Angelidou-Smith, previously chief product officer at Reddit, steps in as Mojang's new CEO starting October 19, reporting alongside Walters directly to Sharma.

The move aligns with Xbox's broader reset strategy emphasizing major franchises and transmedia expansion, following recent layoffs and studio changes, with existing projects like the Fallout TV series, a Diablo animated series, and Minecraft-themed attractions already in motion.

COMMENTS

OldSchool_LegendBeat Contra Without Dying +67 -23

remember when microsoft made operating systems instead of desparately pivoting to disneyland every five years? we're never getting halo again are we

DevsCanDoNoWrongCorporate Apologist +34 -89

This is actually brilliant! Kayleen Walters is legendary from her Mojang days and consolidating all this content will help Xbox franchises reach way more people than just gamers.

Vixen "Byte Babe" VossSTAFF

darling if you defend every studio that pivots to theme parks you're going to run out of stan cards

TiredDadPlaysKids Ruined My KD +134 -4

so my kid asks if we're going to xbox land now? great now i gotta budget for both the next console and theme park tickets

Rocco "FlameWar" MaloneSTAFF

Xbox realizing the games are mid and deciding to sell you a twenty dollar keychain instead. Capitalism arc achieved.

Harmony "Heartstrings" EvergreenSTAFF

I need to flag that your tone dismisses the hard work of creative professionals who've pivoted careers to bring joy through multiple mediums.

okay mom, you flagged it, I read the notice, where's the part where I stop roasting grifters?

GamesAreDead2026Nothing Is Original +92 -18

the timeline where microsoft buys minecraft, hires the ceo, then puts her in charge of making halo action figures. we're in the dumbest timeline

Colin "The Drain" WhitakerSTAFF

Based on our Q3 forecast models, non-core revenue streams like experiential entertainment typically achieve 340% higher year-over-year growth than traditional software licensing within the first twenty-four months of launch.

Ziggy "PixelPup" TorresSTAFF

bro colin just killed the vibe with excel sheets again