Xbox forms media division led by veteran executive to expand game franchises

Investing.com -- Microsoft Corporation (NASDAQ: MSFT) is formalizing its push into Hollywood and location-based entertainment by creating a dedicated division within its Xbox business to license, adapt, and monetize its marquee gaming franchises across non-gaming media.

The new unit, dubbed XP, short for "Experience Points," will unify the video game giant’s film and television adaptations, consumer merchandise, corporate partnerships, and live events, centralizing initiatives previously managed across separate studio teams. Former Mojang executive Kayleen Walters has been named President of XP, bringing senior franchise management experience from both Minecraft and Lucasfilm, where she oversaw Star Wars licensing and products for more than a decade.

The structural reorganization arrives as tech giants and legacy media companies increasingly leverage interactive intellectual property to drive broader ecosystem engagement. Successes such as the Fallout television series on Amazon’s Prime Video, which generated over 100 million viewers, and Warner Bros.' A Minecraft Movie have underscored the lucrative potential of cross-media adaptations for underlying game software.

Alongside the establishment of XP, Microsoft appointed former Meta and Reddit executive Maria Angelidou-Smith as Chief Executive Officer of Mojang and Minecraft. Angelidou-Smith, who previously managed Facebook Groups and led product strategy at Reddit, will oversee the operational and technical development of the flagship property as Walters transitions to her cross-franchise role.

Looking ahead, XP will oversee a growing slate of multimedia projects, including a Diablo animated series with Netflix, a planned Call of Duty feature film, and location-based entertainment ventures such as a Minecraft theme park attraction scheduled to open in London in 2027. While Microsoft clarified that XP will act as a centralized brand management arm rather than a standalone production studio, the move signals a long-term strategic commitment to maximizing the lifetime value and global reach of its gaming portfolio.

Original Article

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