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BusinessQuiet 4d · day 6

Xbox creates XP division to push franchises into film, TV, and merchandise

Microsoft formalizes a new Xbox unit — Pictures, Products, Places, Partnerships — led by outgoing Mojang chief Kayleen Walters.

newest coverage 3d agosummary written 5d ago89 pieces33 likes & upvotes4 comments MastodonNewswiresXBlueskyHacker NewsRedditGoogle News

Part of a larger narrative

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  2. Xbox creates XP division to push franchises into film, TV, and merchandiseyou are here

What to know

  • XP centralizes Xbox's non-gaming franchise work — film/TV (Pictures), merchandise (Products), live events and theme parks (Places), and brand deals (Partnerships) — under one division.
  • Kayleen Walters, who grew Minecraft's sales and merchandising at Mojang and helped relaunch Star Wars at Lucasfilm, becomes XP president; former Reddit product chief Maria Angelidou-Smith takes over Mojang on October 19.
  • Move follows Xbox CEO Asha Sharma's post-February 'reset' of the business, which has included layoffs, studio sales, and restructuring such as putting Activision in charge of Halo.
  • Microsoft tried a similar entertainment push in 2012 with Xbox Entertainment Studios, which it shut down after two years, leaving open whether XP will prove more durable.

“XP is a play on 'Experience Points' and formalizes four investment areas for us: 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.”

Asha Sharma, Xbox CEO · IGN · Oct 7

Kayleen Walters President of Xbox's new XP divisionAsha SharmaAsha Sharma Xbox CEOMatthew Ball Xbox chief strategy officerMaria Angelidou-Smith Incoming Mojang/Minecraft CEO

Xbox creates XP division to push franchises into film, TV, and merchandise
theverge.com

How it unfolded 5 developments, newest first · click a bar or a number to jump articlespostscomments

Peak 75 pieces in two hours at Oct 8, 7 AM; 89 pieces over 6 days (65 articles · 19 posts · 5 comments) Oct 8, 7 AM — 75 pieces · 60 articles · 15 posts — Newswires 43, Google News 16, Mastodon 7, +4 moreOct 8, 9 AM — 6 pieces · 4 articles · 2 posts — Newswires 4, Mastodon 1, Reddit 1Oct 8, 11 AM — 1 piece · 1 post — Reddit 1Oct 8, 1 PM — quietOct 8, 3 PM — quietOct 8, 5 PM — 1 piece · 1 article — Newswires 1Oct 8, 7 PM — 4 pieces · 1 post · 3 comments — Reddit 4Oct 8, 9 PM — 1 piece · 1 comment — Reddit 1Oct 8, 11 PM — quietOct 9, 1 AM — quietOct 9, 3 AM — quietOct 9, 5 AM — quietOct 9, 7 AM — quietOct 9, 9 AM — quietOct 9, 11 AM — quietOct 9, 1 PM — quietOct 9, 3 PM — quietOct 9, 5 PM — quietOct 9, 7 PM — quietOct 9, 9 PM — quietOct 9, 11 PM — quietOct 10, 1 AM — quietOct 10, 3 AM — 1 piece · 1 comment — Reddit 1Oct 10, 5 AM — quietOct 10, 7 AM — quietOct 10, 9 AM — quietOct 10, 11 AM — quietOct 10, 1 PM — quietOct 10, 3 PM — quietOct 10, 5 PM — quietOct 10, 7 PM — quietOct 10, 9 PM — quietOct 10, 11 PM — quietOct 11, 1 AM — quietOct 11, 3 AM — quietOct 11, 5 AM — quietOct 11, 7 AM — quietOct 11, 9 AM — quietOct 11, 11 AM — quietOct 11, 1 PM — quietOct 11, 3 PM — quietOct 11, 5 PM — quietOct 11, 7 PM — quietOct 11, 9 PM — quietOct 11, 11 PM — quietOct 12, 1 AM — quietOct 12, 3 AM — quietOct 12, 5 AM — quietOct 12, 7 AM — quietOct 12, 9 AM — quietOct 12, 11 AM — quietOct 12, 1 PM — quietOct 12, 3 PM — quietOct 12, 5 PM — quietOct 12, 7 PM — quietOct 12, 9 PM — quietOct 12, 11 PM — quietYesterday, 1 AM — quietYesterday, 3 AM — quietYesterday, 5 AM — quietYesterday, 7 AM — quietYesterday, 9 AM — quietYesterday, 11 AM — quietYesterday, 1 PM — quietYesterday, 3 PM — quietYesterday, 5 PM — quietYesterday, 7 PM — quietYesterday, 9 PM — quietYesterday, 11 PM — quiet 1–5
Oct 9Oct 10Oct 11Oct 12yesterdaynow · 12:16 AM ET
  1. 5

    Commenters mock Xbox's choice of the name 'XP'

    A gaming-focused Mastodon account joked about Microsoft reusing the 'XP' name, a nod to Windows XP, calling out what it called the company's repeated poor naming choices.

    “Microsoft have announced XP, but not XP you're thinking of... no it's not Windows XP. Their terrible naming of things continues.”
    — gamingonlinux@mastodon.social
    • gamingonlinux@mastodon.social

      Microsoft have announced XP, but not XP you're thinking of... no it's not Windows XP. Their terrible naming of things continues. https:// news.xbox.com/en-us/2026/10/08 /introducing-xp/

      gamingonlinux@mastodon.socialMastodon5d ago19▲view on Mastodon ↗
    2 more of the top 3 · 6 posts in this stretch

    • After what happened with id Software, I don’t trust this sentiment much anymore… DOOM: The Dark Ages was an incredibly well-received game, had 3 million total players in the first week ( more than Eternal), and even won a Game Award for Innovation in Accessibility. The only downside was that it launched on GamePass, which definitely cut the sales…

      CesarGameBoyr/gaming5d agoview on r/gaming ↗

    • In my comment I criticis Xbox as well. I do love Xbox (the brand), but the company can very well make mistakes or poor decisions. My goal with the comment was simply to explain what the purpose and intent of these things are, as everyone likes to immediately get nonsensical about stuff and act like the sky is falling. Truth is we wont know if…

      The_Marine708r/gaming5d agoview on r/gaming ↗
    all of them →
  2. 3

    Coverage notes Microsoft tried this before, and failed

    Reporters pointed out Microsoft previously launched Xbox Entertainment Studios in 2012 to produce film and TV adaptations, but shut it down two years later, raising questions about whether XP will fare differently.

    “Earlier this year, Asha shared her ambition for XBOX to become the #1 entertainment company in the world. Today, we are launching XP, a new division that will help grow our franchises into Film/TV, consumer products, theme parks, and more.”
    — @ballmatthew, Xbox chief strategy officer · source

    • Earlier this year, Asha shared her ambition for XBOX to become the #1 entertainment company in the world. Today, we are launching XP, a new division that will help grow our franchises into Film/TV, consumer products, theme parks, and more.

      @ballmatthewX5d agoview on X ↗
    2 more of the top 3 · 4 posts in this stretch

    • Xbox announces Xbox XP - ‘a new XBOX division, led by newly appointed President, Kayleen Walters, spanning film and television, consumer products, strategic partnerships, and live experiences’ news.xbox.com/en-us/2026/1... [images]

      @wario64Bluesky5d agoview on Bluesky ↗

    • Xbox announced a new film, TV and entertainment division called XP! Its goal is to expand Xbox's franchises to become the number one entertainment company in the world. https://news.xbox.com/... [image]

      @genki_jpnX5d agoview on X ↗
    all of them →
  3. 4

    Xbox executives post about the XP launch on X

    Chief strategy officer Matthew Ball and CEO Asha Sharma each posted about the launch, framing it as growing Xbox franchises into film/TV, consumer products and theme parks beyond the games themselves.

    “Today, we are launching XP, a new division that will help grow our franchises into Film/TV, consumer products, theme parks, and more.”
    — @ballmatthew
    1. 1 outlet Xbox Goes Beyond Games With XP, A New Entertainment Powerhouse

      first by HotHardware, 5d ago

  4. 2

    Asha Sharma frames XP as part of Xbox's broader 'reset'

    Xbox CEO Asha Sharma sent a company-wide memo explaining XP's four investment areas, tying the move to her earlier pledge to build long-term plans for Xbox franchises across film, TV, products and live experiences amid layoffs and studio restructuring since February.

    “Our franchises can mean more to people than the time they spend playing them, and Kayleen knows how to build those experiences with the industry without losing what made people care about the franchise in the first place.”
    — Asha Sharma
  5. background

    Kayleen Walters named president of XP, leaving Mojang — Walters, a former Lucasfilm executive who most recently led Minecraft maker Mojang, becomes president of the new division; Maria Angelidou-Smith, leaving her job as Reddit's chief product officer, becomes CEO of Mojang and Minecraft starting October 19.

  6. 1

    Xbox unveils new XP entertainment division

    Microsoft announced XP, a new Xbox division consolidating non-gaming work into four areas: Xbox Pictures (film/TV), Xbox Products (merchandise/licensing), Xbox Places (live events, theme parks), and Xbox Partnerships (brand/sponsorship deals).

    “Xbox is launching a new division, called “XP,” that’s dedicated to Xbox experiences that aren’t video games themselves, including films and TV adaptations.”
    — The Verge
    1. 6 outlets Microsoft launches new Xbox XP division for films, TV, merchandise: All you need to know

      first by Advertising, Marketing …, 5d ago · also GamesBeat, Quartz, Gameranx, XBOX Wire, The Verge

      5 more headlines
    2. 5 outlets Xbox creates XP division to expand its gaming franchises

      first by PocketGamer.biz, 5d ago · also HotHardware, iPhone in Canada, Bloomberg, IGN

      5 more headlines
    8 more claims →

    • Xbox Forms New Division Focused on Film and TV Adaptions https://www. hollywoodreporter.com/tv/tv-ne ws/xbox-xp-film-tv-adaptations-minecraft-call-of-duty-halo-ip-1236725288/?utm_source=flipboard&utm_medium=activitypub Posted into TV @ tv-THR

      THR@flipboard.comMastodon5d agoview on Mastodon ↗

Also covered reported alongside — the timeline has no entry for these yet

  1. 3 outlets Xbox Launches New Division to Turn Its Games Into Movies, TV Shows, and Toys

    first by Gizmodo, 5d ago · also Deadline, CNET

    2 more headlines
  2. 3 outlets Xbox Announces New Film, TV and Entertainment Division XP, Led by Former Minecraft Studio Head

    first by GamingBolt, 5d ago · also Kotaku, Variety

    2 more headlines
  3. 2 outlets Xbox Launches Film and TV Division XP, With Kayleen Walters as President

    first by The Wrap, 5d ago · also Quartz

    1 more headline
  4. 2 outlets Xbox Establishes ‘XP’ Division, Replaces Mojang CEO

    first by Inven Global, 5d ago · also Wccftech

    1 more headline
  5. 1 outlet Say hi to Xbox's new division: ‘XP’ will boost Xbox games off-platform

    first by Windows Central, 5d ago

    1 more headline

and 5 smaller pieces

What people are saying 4 voices from 2 sites · best of 11 · verbatim