Xbox XP is a new division announced on October 8, 2026, to coordinate how Xbox franchises reach audiences beyond games. Led by president Kayleen Walters, it covers film and television, licensed products, live experiences and partnerships—not a newly announced movie, theme park or merchandise release. Xbox says games remain at the center of its franchises.
What Xbox XP is—and what it is not
Xbox describes XP as a division that brings together capabilities previously spread across Xbox teams and develops ways to extend its game franchises beyond games. Its name plays on “Experience Points.” The announcement establishes an organizational structure and its remit; it does not reveal a new slate of films or series, an attraction opening, a sponsor deal, a product launch or project release dates.
Xbox points to existing Minecraft activity—including A Minecraft Movie and prior theme-park placements—as examples of franchise expansion. Those examples are not new projects announced by XP. As Xbox Wire editor-in-chief Joe Skrebels put it in the announcement, “Great games remain at the center of these franchises and at the heart of XBOX.” Xbox’s XP announcement
What the four XP areas will do
Xbox CEO Asha Sharma’s employee memo describes four investment areas. They are parts of XP’s remit, not competing offers for consumers.
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| Area | Stated focus |
|---|---|
| Xbox Pictures | Film, television and other linear storytelling based on Xbox franchises. |
| Xbox Products | Licensing and merchandise that let fans celebrate and express their attachment to franchises. |
| Xbox Places | Live events, immersive experiences, attractions, broadcasts, destinations, theme parks and other location-based experiences. |
| Xbox Partnerships | Work with creators, brands and communities on experiences, sponsorships and brand partnerships. |
The memo summarizes the scope as “XBOX PICTURES for film and television adaptations; XBOX PRODUCTS for licensing and merchandise; XBOX PARTNERSHIPS for sponsors and brand partners; and XBOX PLACES for our marquee broadcast and in-person events, theme parks, and other location-based experiences.” Sharma’s leadership memo
Who is leading XP?
Kayleen Walters is XP’s president. She is moving from Mojang to lead the division. Sharma’s memo says Walters spent 13 years at Lucasfilm before joining Xbox, helping guide Star Wars across films, products and partnerships.
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Maria Angelidou-Smith was named CEO of Mojang and Minecraft, reporting to Sharma, with a stated start date of October 19, 2026. Her previous leadership background is separate from XP: Sharma’s memo says that when Angelidou-Smith led Facebook Groups at Meta, the product had 1.8 billion people using it each month. That figure is not an Xbox or XP audience measure. Xbox’s leadership announcement
Why Xbox points to Minecraft
Xbox uses Minecraft to illustrate how a game franchise can grow across formats. The XP announcement says that during Walters’s tenure, Minecraft grew from 350 million to more than 425 million units sold, and describes its merchandising business as one of the top 20 globally. Sharma’s memo separately says Minecraft consumer products had more than 250 licensees and had become a multibillion-dollar business. These are distinct descriptions from Xbox; the materials do not establish that “top 20” and “multibillion-dollar” refer to the same measure.
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Xbox also cites A Minecraft Movie as evidence of the franchise’s reach. Its announcement says the film had the biggest opening weekend ever for a video-game adaptation and finished number one at the domestic box office. Sharma’s memo calls it the biggest film in the United States the previous year and a top-five release worldwide. These are Xbox’s characterizations; the announcements do not provide box-office totals.
For background on existing official merchandise, Xbox’s August 2026 announcement describes Xbox Gear as a destination for Xbox-branded items, with collections spanning brand essentials, Xbox history and apparel. That does not establish that any particular XP product is available there or through a specific retailer. Xbox Gear announcement
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What fans and potential partners can expect next
The announcement sets out the kinds of work XP may coordinate, but names no new partners, projects or dates. It also does not outline a partner application process. Its four areas indicate the categories of activity in scope: screen storytelling, licensed fan products, in-person or location-based experiences, and collaborations with creators, brands and communities. Until Xbox announces specific projects, XP is best understood as the division organizing that broader franchise strategy—not as a promise that a particular film, product or attraction is on the way.
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