Xbox has unveiled a new XP division aimed at producing transmedia spinoffs, encompassing film, television, and theme parks
Microsoft has unveiled a new Xbox XP division aimed at expanding its brand into various transmedia activities such as the Fallout TV series and a Minecraft-themed amusement park.
The division will be under the direction of Kayleen Walters, who is currently leading Mojang Studios, the developers behind Minecraft. Walters, who has extensive experience in brand development at Microsoft and previously held a vice presidency at Lucasfilm, will bring her expertise to this new role.
Since February, Walters has served as president of Mojang Studios, succeeding Åsa Bredin, who left to pursue personal aspirations. Her position at Mojang will now be filled by Maria Angelidou-Smith, who transitions from her role as chief product officer at Reddit and has a background at Facebook.
The XP business unit will explore four major areas: transforming Xbox franchises into film and television through Xbox Pictures, managing Xbox merchandise with Xbox Products, enhancing partnerships through Xbox Partnerships, and developing experiential activities like theme parks and events under Xbox Places.
In an internal message shared earlier today, Xbox leader Asha Sharma highlighted the significance of connecting Xbox's entertainment properties to broader experiences, praising Walters' capability to foster such developments while preserving their original charm.
Sharma remarked on Angelidou-Smith's joining, noting her proficiency in community-focused product management and her rare blend of technological and monetization insights that benefit creator and product strategy integration.
During the Minecraft Live event, it was revealed that the Minecraft World attraction is set to open at Chessington World of Adventures in the UK by 2027. This development follows a significant investment agreement with Chessington's parent company, Merlin Entertainments, announced in 2024, totaling over $110 million for Minecraft-themed sites.
Walters previously served as an executive producer on A Minecraft Movie. The film achieved box office success, grossing $550 million within just ten days. A follow-up movie has been slated for release on July 23, 2027.
The XP unit will also handle strategic franchises like the Fallout TV series, which has increased in popularity on Amazon Prime Video, enhancing game sales and interest in its mobile title. However, the Halo adaptation experienced a different fate, with its cancellation after two seasons on Paramount+ in 2024. Meanwhile, Netflix is developing a Gears of War movie exploring Delta Squad's origins.
This strategic expansion is one of many transformations across Xbox's gaming sector. Despite recent job cuts and studio divestments under a restructuring plan, the future path for Xbox's overhaul is still uncertain. Analyst Rob Fahey questions the ultimate direction, noting that a comprehensive vision remains undisclosed.