Microsoft shifts into high gear. Xbox announces today the creation of XP, a brand-new division dedicated to entertainment. The goal is to develop the brand’s flagship franchises (Minecraft, Fallout, Call of Duty) beyond the video game sector, into the big screen, television, and the physical world.
The transmedia strategy is no longer just an option for the American giant; it is now a major development focus. While the recent successes of video game adaptations have largely proven the viability of the model with the general public, Xbox is now structuring its efforts by unifying all its entertainment expertise under a single banner called XP (an obvious nod to the gamers’ indispensable “experience points”). As management clarified in an internal memo sent to teams worldwide, fans no longer just play; they watch, wear, and live these universes every day.
Four pillars for the XP division
This new entity formalizes four strategic investment areas. It includes Xbox Pictures (for film and television series adaptations), Xbox Products (for licensing and merchandising management), Xbox Partnerships (for sponsors and partner brands, like the recent deal signed with Ikea), and finally Xbox Places. This last division will bring together major live events (such as BlizzCon), as well as lasting physical experiences like the much-anticipated Minecraft amusement park, whose opening is confirmed for 2027.
Colossal projects already in motion
To establish the legitimacy of this department, the company can already rely on a catalog of ambitious projects. On the big screen side, the Minecraft film (made with Warner Bros.) became the number 1 film at the U.S. box office in 2025, and its direct sequel, Minecraft Squared, is already in production. On television, the excellent Fallout series broke all audience records on Prime Video, confirming the green light for a third season. The future of the catalog looks just as prestigious with the arrival of a Call of Duty film (led by the duo Peter Berg and Taylor Sheridan), the creation of an animated Diablo series for Netflix, not to mention the mysterious Physint project conceived with Hideo Kojima, which includes film and television adaptation rights from the outset.
Kayleen Walters and Maria Angelidou-Smith at the helm
To lead this new giant of leisure and entertainment, Kayleen Walters is appointed president of XP (see photo on the left above). With thirteen years of experience at Lucasfilm, where she managed the sprawling Star Wars galaxy before taking charge of Mojang and producing the Minecraft film, she has the right resume to preserve the DNA of these franchises while bringing them to new media.
Her change of role naturally makes way for Maria Angelidou-Smith (see photo on the right above), who becomes the new CEO of Mojang studio and the Minecraft franchise (the best-selling video game of all time, it should be remembered). A former executive at Meta (where she managed Facebook groups and their 1.8 billion monthly users) and former Chief Product Officer at Reddit, she will have the heavy task of nurturing and structuring one of the largest communities in the entertainment world. Final detail: Maria Angelidou-Smith will officially take up her duties as CEO of Mojang on Monday, October 19, 2026.
