Microsoft has established the XP division under its Xbox gaming business to coordinate the extension of its games into film, television, merchandise, offline experiences, and brand partnerships. The division is led by Kayleen Walters, who previously oversaw Minecraft.
XP is divided into four areas: Xbox Pictures seeks opportunities for film and TV adaptations; Xbox Products handles toys and other merchandise; Xbox Places focuses on fan events and theme park experiences; and Xbox Partnerships manages collaborations between game brands and other brands.
Microsoft already has merchandise and licensing operations for Minecraft, as well as cross-media projects like the Minecraft movie and the Fallout TV series. The company aims to expand similar approaches to more titles such as Fallout, Call of Duty, and Candy Crush.
Walters stated that fans engage with game brands by watching content, purchasing merchandise, and attending events, and XP will bring together the teams responsible for these efforts. The Minecraft theme park project in the UK is scheduled to open next year.