More big news out of Xbox today: A new division called Xbox XP will take the lead on "film and television, consumer products, strategic partnerships, and live experiences."
As detailed on today's announcement, here's what that breaks down to:
- XBOX PICTURES: Bringing our worlds and characters to new audiences through film, television, and other forms of linear storytelling.
- XBOX PRODUCTS: Creating products that are authentic to the fandom that allow fans to celebrate and express the franchises they love.
- XBOX PLACES: Bringing communities together through live events, immersive experiences, attractions, broadcasts, and destinations.
- XBOX PARTNERSHIPS: Working with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships.
Xbox XP will be headed by Kayleen Walters, who previously spent a couple years as president of Minecraft studio Mojang and before that spent close to a decade in different brand and "franchise development" roles at Microsoft. Prior to that she spent 13 years at Lucasfilm, finishing her time there as vice president of franchise marketing and integrated planning.
"XP is a play on 'experience points'," Xbox CEO Asha Sharma explained in a separate message, "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.
"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."
A Minecraft Movie was a massive hit and I have no doubt the sequel will be too, and it's understandable that Microsoft would want a bigger piece of that action—and to leverage it across other brands too, although how many of them have that same potential is a big question.
But coming while Xbox is in the midst of laying off thousands of people who make the actual games that serve as the foundation of these franchises? The business behind Xbox XP may be solid, but it's not a great look.
