Xbox Launches XP Division to Expand Beyond Games

Xbox has announced the creation of a new division, XP, which will consolidate all non‑game experiences under one umbrella. XP will focus on films, television adaptations, consumer products, live events, and collaborations with creators and brands. According to a blog post by Xbox chief strategy officer Matthew Ball, the division will formalize four investment areas, including XBOX PICTURES—bringing Xbox worlds and characters to new audiences through linear storytelling—and XBOX PRODUCTS—developing authentic fan‑centric merchandise. The move signals Xbox’s intent to broaden its entertainment footprint and leverage its IP across multiple media platforms.