The new division will focus on bringing its video game franchises to licensed products, live experiences, and brand partnerships
Xbox has launched a new division to extend its video game brands into consumer products, film and TV, and live experiences.
Called XP, the unit will be led by President Kayleen Walters, who previously held senior leadership roles at Lucasfilm and Minescraft company Mojang. Under her tenure, Minecraft grew from an already-record setting 350 million units sold to over 425 million, and expanded its merchandising business.
Xbox says the formation of XP formalises four investment areas: Xbox Pictures, focused on bringing its characters and worlds to film, TV and other media; Xbox Products, to create products for fans to celebrate the franchises they love; Xbox Places, dedicated to events, experiences and destinations; and Xbox Partnerships, developing sponsorships and brand partnerships.
In a blog post, Matthew Ball, Xbox’s Chief Strategy Officer, said: “Our ambition at Xbox is to be the number one entertainment company in the world. This means growing our games into enduring franchises that entertain, inspire and connect people across every generation and across the globe. That opportunity is why we’re creating XP.
“Kayleen understands that the strongest franchises grow by remaining true to what and who made them special while creating new ways for fans, creators, partners, and communities to participate,” he added. “I cannot imagine a better leader for this division and we are just getting started imagining what it will build.”
Asha Sharma, CEO of Xbox, added: “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.”
