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

Microsoft Corporation (NASDAQ: MSFT) has unveiled a strategy to bolster its media presence by creating a dedicated division called XP, short for Experience Points, within its Xbox business. This new unit aims to license, adapt, and monetize the company's popular gaming franchises across various non-gaming media platforms, unifying efforts that were previously handled by separate teams.

Kayleen Walters, a former executive at Mojang, has been appointed as the President of XP, leveraging her extensive experience in managing franchises such as Minecraft and Star Wars. The creation of XP comes as tech giants and traditional media companies recognize the potential of interactive intellectual property to expand their ecosystem engagement, drawing inspiration from successful projects like the Fallout television series and the Minecraft movie.

Additionally, Microsoft has appointed Maria Angelidou-Smith, a former executive at Meta and Reddit, as the new CEO of Mojang and Minecraft, who will handle the operational and technical aspects of the game's development. Under the new structure, XP will oversee a diverse portfolio of multimedia projects, including an animated series of Diablo for Netflix, plans for a Call of Duty feature film, and location-based entertainment ventures, such as a Minecraft-themed attraction in London, slated to open in 2027.

Although XP will primarily function as a brand management entity, this strategic initiative underscores Microsoft's long-term commitment to maximizing the global reach and lifetime value of its gaming portfolio.