Xbox announced the creation of XP, a new division under the Xbox umbrella tasked with expanding major franchises into film, television, consumer products, brand partnerships, and live events. The unit will be led by Kayleen Walters, transitioning from her role as president of Mojang Studios, where she oversaw growth in Minecraft's consumer products business and served as executive producer on the 2025 Minecraft movie adaptation.

XP formalizes four areas: Xbox Pictures for film and TV adaptations, Xbox Products for licensing and merchandise, Xbox Partnerships for sponsors and brand partners, and Xbox Places for broadcast events, theme parks, and location-based experiences. Walters brings relevant experience from 13 years at Lucasfilm working on Star Wars franchise development and from scaling Minecraft's merchandising to one of the top 20 globally, with the film achieving the biggest opening weekend for a video game adaptation.

Maria Angelidou-Smith, formerly chief product officer at Reddit with prior roles at Meta, will assume the role of CEO of Mojang and Minecraft effective October 19, reporting alongside Walters to Xbox CEO Asha Sharma. The moves follow an internal Town Hall discussing the "four Cs" of Core, Content, Creator, and Connection.