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Xbox announces XP division to expand into film, television, and entertainment

Microsoft's Xbox is establishing a new entertainment arm called XP to manage non-gaming adaptations, including film, television, consumer merchandise, and live experiences.

Official logo of the Xbox XP division featuring the white Xbox sphere emblem next to the letters XP on a black background.
Image: @tomwarren

Microsoft's Xbox brand has unveiled a new entertainment division titled XP to expand its gaming franchises into external media. According to Tom Warren and reports from IGN and The Verge, the new arm will oversee experiences outside of video games, spanning film, television, consumer merchandise, live events, and commercial partnerships. The name XP serves as a play on the gaming term "Experience Points," with initial branding pairing the traditional Xbox sphere logo directly beside the letters "XP."[5][3][8][1]

The division will be structured around four distinct non-gaming investment areas, according to a report cited by Techmeme: Xbox Pictures for film and television, Xbox Products, Xbox Places, and Xbox Partnerships. Coverage from VideoCardz and Kotaku added that the initiative encompasses theme parks alongside consumer goods, with Kotaku noting that the company is establishing the division amid an ambition to become the leading entertainment company globally. Separately, Neowin reported that Mojang has appointed a new CEO in conjunction with Microsoft's XP rollout.[6][1][7][4]

Key facts

  • Xbox announced a new entertainment division named XP to oversee media adaptations outside of video games.
  • The name XP is a play on "Experience Points," and its branding pairs the Xbox sphere logo with the letters "XP."
  • XP is organized around four investment areas: Xbox Pictures, Xbox Products, Xbox Places, and Xbox Partnerships.
  • The division will cover film, television, consumer products, live events, and theme parks.
  • Kotaku reported that the new division is part of Xbox's goal to become the world's top entertainment company.
  • Neowin reported that Mojang has appointed a new CEO alongside the launch of the XP division.

Sources · 7 sources

  1. VC

    VideoCardz.com@VideoCardzPost on X ·

    XBOX creates XP division to bring its games to movies, merchandise and theme parks 🔗https://t.co/tPK7aJInUV https://t.co/x70MMAlwa1

    Open source
  2. KO

    Kotaku@KotakuPost on X ·

    Xbox Is Forming A New Division Focused On Film, TV, And Adaptations https://t.co/s6zjga0j1K https://t.co/s6zjga0j1K

    Open source
  3. TV

    The Verge@vergePost on X ·

    Xbox’s new ‘XP’ arm will oversee Xbox experiences outside of video games, including movies, consumer products, and live events. https://t.co/OZIbscgRcI

    Open source
  4. NE

    NeowinFeed@NeowinFeedPost on X ·

    Microsoft has created a new Xbox XP division to expand its IPs into movies, TV, merch, and other areas. There's a new Mojang CEO too. #XboxXP #Microsoft https://t.co/Z1bYHMSvHN

    Open source
  5. IG

    IGN@IGNPost on X ·

    Xbox has announced a new TV, movies, and entertainment division called XP. https://t.co/3mat8NVv1B https://t.co/a9f90A2a6f

    Open source
  6. TE

    Techmeme@TechmemePost on X ·

    Xbox launches XP, a division to manage four non-gaming "investment areas": Xbox Pictures for film and TV, Xbox Products, Xbox Places, and Xbox Partnerships (The Verge) (Visit Techmeme dot com for the link and full context!)

    Open source
  7. KO

    Kotaku@KotakuPost on X ·

    Xbox is forming a new division focused on film, TV, and even theme parks as it aims to become the number one entertainment company in the world https://t.co/s6zjga0QRi https://t.co/blc2vekSw6

    Open source
  8. TW

    Tom Warren@tomwarrenPost on X ·

    Xbox is launching a new film and TV division. It’s called “XP,” a play on Experience Points, and it will focus on film, TV, products, live events, and partnerships https://t.co/imh5b2zdd5 https://t.co/ThYAd4oW9X

    Open source