Xbox announced a new division called XP on October 8, 2026, led by newly appointed President Kayleen Walters. The division will focus on film and television, consumer products, strategic partnerships, and live experiences.
The move brings together capabilities that have existed across various Xbox teams for years and aligns them behind a shared mission to help franchises reach more people, create deeper connections with players and new fans, and unlock new opportunities for these fandoms to grow around the world. Xbox states its ambition is to be the number one entertainment company in the world by growing its games into enduring franchises that entertain, inspire and connect people across every generation and across the globe.
Four areas of investment
XP formalizes four investment areas. Xbox Pictures will bring worlds and characters to new audiences through film, television, and other forms of linear storytelling. Xbox Products will create products authentic to the fandom that let fans celebrate and express the franchises they love. This consumer product focus ties into Xbox brand collaborations that have already brought the brand into licensed collections.
Xbox Places will bring communities together through live events, immersive experiences, attractions, broadcasts, and destinations. That live experience work follows Xbox live fan events that have gathered players in person. Xbox Partnerships will work with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships.
Walters’ franchise record
Kayleen Walters spent 13 years at Lucasfilm, where she helped grow and relaunch one of the most influential franchises in history. At Mojang, under her tenure, Minecraft grew from 350 million units sold to over 425 million. Minecraft’s merchandising business became one of the top 20 globally, and Mojang secured its first theme park placements.
Walters also led Mojang through a period in which A Minecraft Movie had the biggest opening weekend ever for a video game adaptation and finished number one at the domestic box office. XP will partner with creative teams across Xbox studios and with trusted partners to build on that foundation, with great games remaining at the center of these franchises and at the heart of Xbox.
