Microsoft is doubling down on phrases like "linear storytelling," "immersive experiences," and "strategic partnerships" in the hopes of propelling Xbox forward.
In a message sent to Xbox employees (shared on Xbox Wire), Sharma indicated the success of Xbox franchises should be measured in more than gameplay hours and unit sales.
"XP is a play on 'Experience Points' and formalizes four investment areas for us: XBOX PICTURES for film and television adaptations; XBOX PRODUCTS for licensing and merchandise; XBOX PARTNERSHIPS for sponsors and brand partners; and XBOX PLACES for our marquee broadcast and in-person events, theme parks, and other location-based experiences," she wrote.
"Our franchises can mean more to people than the time they spend playing them, and Kayleen knows how to build those experiences with the industry without losing what made people care about the franchise in the first place."
Xbox has flirted with transmedia projects before, churning out two seasons of Halo for Paramount+ before it was cancelled and attempting to develop a Grounded animated series. The latter was announced in 2022 and has yet to see the light of day.
The Minecraft Movie fared better—unless you were a poor theatre worker forced to witness the delirium of chicken jockey. According to Xbox chief strategy officer Matthew Ball, the flick delivered the biggest opening weekend ever for a video game adaptation and finished at the summit of the domestic box office.
Notably, Ball also said the XP team is only just "getting started imagining what it will build." As you might expect—because, well, imagining is the opposite of the real—XP did not reveal a project slate or indeed anything of note upon breaking cover.
XP will be led by Kayleen Walters, who'll be transitioning from her role as president of Minecraft developer Mojang Studios to lead the newly-formed division. Although she's joining XP from Mojang, Walters does have film and television pedigree. She spent over a decade at Lucasfilm in a variety of roles, including director of marketing—where she oversaw the development and execution of the company's marketing beats across its theatrical, television and home entertainment channels.
Meta veteran Maria Angelidou-Smith will join Xbox to replace Walters at the top of the Mojang totem pole. During her tenure at the company formerly known as Facebook, Angelidou-Smith led Facebook Groups—used by more than 1.8 billion people each month—as well as Events, Creators, Search, Profile, and Monetization.
Chris is an award-winning reporter with over a decade of experience covering the video game industry. He was formerly news editor at Game Developer and is currently the founder and editor of this resplendent website.
