Xbox is expanding its ambitions beyond video games with the launch of XP, a new division dedicated to taking its major gaming franchises into film, television, consumer products, partnerships and live experiences.
The announcement was made on October 8, 2026, as Xbox CEO Asha Sharma revealed that Kayleen Walters will become president of XP, moving from her position as president of Mojang. Maria Angelidou-Smith will replace Walters as CEO of Mojang and Minecraft. Both executives will report directly to Sharma.
XBOX WANTS ITS FRANCHISES TO BECOME LARGER ENTERTAINMENT BRANDS
XP stands for “Experience Points” and is designed to coordinate how Xbox properties are developed outside their original games. According to Xbox’s official announcement, the division will operate across four areas: Xbox Pictures for film and television, Xbox Products for merchandise, Xbox Partnerships for brands and creators, and Xbox Places for events, attractions and other location-based experiences.
Walters explained the thinking behind the initiative in an internal message obtained by The Hollywood Reporter.
“The world’s most beloved gaming franchises have an opportunity to reach people far beyond the boundaries of the game itself,”
she said.
XP will not function as a traditional production studio. Instead, the division will look to pair Xbox intellectual property with outside filmmakers, television producers, creators and other entertainment partners.
That strategy could put franchises including Call of Duty, Fallout, Halo, Gears of War, Diablo, Forza, The Elder Scrolls and Candy Crush in line for additional adaptations and experiences. Some already have projects in development, including a Call of Duty movie and a Diablo animated series.
MINECRAFT’S SUCCESS PROVIDES THE BLUEPRINT
The creation of XP comes as Xbox looks to build on the commercial success of A Minecraft Movie. The film became a major box-office success and has already received a sequel, while Minecraft continues expanding into merchandise and physical entertainment experiences.
Xbox specifically highlighted Walters’ role in growing Minecraft’s consumer products business and her involvement as executive producer on A Minecraft Movie. During her time at Mojang, Minecraft also surpassed 425 million copies sold, according to Xbox.
Walters’ previous experience at Lucasfilm is also significant. She spent 13 years working on Star Wars, where she helped develop the franchise across films, products and partnerships.
Her new role suggests Xbox wants to apply a similar transmedia strategy to its own intellectual properties while keeping the games at the center.
KAYLEEN WALTERS MOVES FROM MOJANG TO LEAD XP
Walters’ departure from Mojang also brings a new leader to Minecraft. Maria Angelidou-Smith will become CEO of Mojang and Minecraft on October 19, 2026.
Angelidou-Smith previously spent almost a decade at Meta, where she worked on Facebook Groups, Events, Creators, Search, Profile and monetization. She later held leadership positions at Personio and Reddit, including serving as Reddit’s chief product officer.
Sharma said the new Mojang CEO was selected for her experience building products around enormous online communities. Her first priority will be learning from the teams and players who have helped shape Minecraft.
The formation of XP represents a major step in Xbox’s strategy to turn its strongest game franchises into broader entertainment properties, with film and TV adaptations only one part of a much larger plan.