Xbox has revealed a new division at the company called XP, which will focus on expanding the brand into other media. This marks the latest in a series of moves by CEO Asha Sharma as she attempts to overhaul Xbox and maintain its long-held status as a leader in the gaming industry.
Since taking over the reins of the company in February 2026, Asha Sharma has been shaking things up at Xbox. Some of the changes were welcomed, such as a significant price cut to Game Pass subscriptions only a few months after she took the helm. Others, like layoffs that will result in over 3,200 people losing their jobs through fiscal year 2027, were less well received.
XP Seeks to Expand Xbox’s Reach into Other Industries
On October 8, Sharma announced the creation of a new division at Xbox called XP, which will be led by industry veteran Kayleen Walters as president. XP will focus on four key areas: bringing Xbox characters and franchises to “film, television, and other forms of linear storytelling;” holding live events and “immersive experiences” to build the community; creating branded merch; and working with creators and other brands for sponsorships. In other words, Xbox may start popping up more frequently in movies and other attractions.
GameRant Quiz
Xbox XP’s 4 Areas of Focus
- Xbox Pictures: Film and television
- Xbox Products: Merchandise
- Xbox Places: Live events, immersive experiences, and attractions
- Xbox Partnerships: Creator sponsorships and brand partnerships
Kayleen Walters has experience that makes her a promising candidate for her new role as president of XP at Xbox. For 13 years, she worked at Lucasfilm, where she eventually became vice president of franchise marketing, overseeing the marketing strategy and commercial rollout of Star Wars and Indiana Jones films and merchandise.
In 2018, Walters moved to Mojang, where she helped grow the franchise from 350 million units sold to over 425 million, and the Minecraft merch business also expanded substantially. The brand also ventured into new domains, with licensing deals and cross-media projects that extended into film and live experiences. The first official Minecraft theme park land, called Minecraft World, will open at Chessington World of Adventures in Greater London in 2027.
Also during Walters’ tenure at Mojang, A Minecraft Movie debuted in theaters in April 2025 and raked in $163 million domestically during its opening weekend, the biggest ever for a video game film adaptation. A sequel called A Minecraft Movie Squared was confirmed to be in the works less than a year later and is expected to release in July 2027. It seems that Xbox may be keen to duplicate the expansion of Minecraft into other industries and apply it to other key franchises.
