Microsoft announces new Xbox division focused on films, TV, merch and theme parks

Part of Asha Sharma’s strategy as the new CEO of Xbox has been to try and bring back a sense of fandom within the community, focusing in part on reinvigorating the Xbox brand with a return to exclusives; a refresh of their iconography; the addition of a new Mythic Achievement and more. In a similar vein, the console manufacturer has now unveiled its latest initiative – announcing the XP Division – bringing renewed investment across films, TV, merchandise and more.

Making the official announcement via the Xbox Wire blog, Microsoft revealed that it has launched a brand new division under Xbox with a focus on expanding its reach beyond video games.

Of course, as with all console-makers, Xbox has created a wide range of products outside of gaming, from the Minecraft Movie to Paramount’s Halo TV show, Series X shaped fridges and a whole lot more.

Such initiatives will now fall under the company’s new ‘XP’ division which is being headed by Kayleen Walters – who up until now was serving as the President of Mojang.

Marrying the name of this new division with its intended targets, XP will be split into 4 key sub-divisions:

• XBOX PICTURES: “Bringing our worlds and characters to new audiences through film, television, and other forms of linear storytelling.”
• XBOX PRODUCTS: “Creating products that are authentic to the fandom that allow fans to celebrate and express the franchises they love.”
• XBOX PLACES: “Bringing communities together through live events, immersive experiences, attractions, broadcasts, and destinations.”
• XBOX PARTNERSHIPS: “Working with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships.”

Speaking on this latest initiative, Xbox’s Chief Strategy Officer Matthew Ball claimed that this new division “brings together capabilities that have existed across various teams at Xbox for years and aligns them behind a shared mission: helping our franchises reach more people, create deeper connections with players and new fans, and unlock new opportunities for these fandoms to grow around the world.”

As mentioned, Microsoft has already had its fingers across all of these pies, from film / TV adaptations to countless Xbox-branded merchandise; collaborations and even the upcoming Minecraft theme park.

Having each of these different types of products separated into various sub-divisions of XP should allow for a more unified and hopefully collaborative effort – ultimately leading to better output and greater clarity across the board. We will have to wait and see whether this winds up being the case.

KitGuru says: What do you think of this new division? Is it necessary? What are your thoughts on the branding? Let us know down below.

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