Xbox Launches Film Division with Minecraft as Its Flagship Project

This morning, Xbox revealed the creation of a new division called “XP,” aimed at engaging fans in ways that extend beyond traditional gameplay, including film and television adaptations, consumer products, partnerships, and live experiences.

According to the announcement, XP will formalize four key investment areas:

XBOX PICTURES: Expanding our universes and characters to new audiences through film, television, and various forms of linear storytelling.

XBOX PRODUCTS: Developing authentic merchandise that allows fans to celebrate and express their love for their favorite franchises.

XBOX PLACES: Uniting communities through live events, immersive experiences, attractions, broadcasts, and destinations.

XBOX PARTNERSHIPS: Collaborating with creators, brands, and communities to craft new experiences, sponsorships, and brand collaborations.

Leading this new division will be Kayleen Walters, currently the president of Mojang. Walters has been with Microsoft for eight years, focusing on Minecraft, including her role as executive producer for a Minecraft movie. Before joining Microsoft, she held a marketing position at Lucasfilm, where she rose to VP of franchise marketing and integrated planning, and she has also worked with MGM and Universal.

Maria Angelidou-Smith, the former chief product officer at Reddit, will take over as head of Mojang. Both Angelidou-Smith and Walters will report to Xbox head Asha Sharma.

This division will manage various projects, including the upcoming sequel to the Minecraft movie, Minecraft Squared, the Fallout TV series, the new Call of Duty film, and the Diablo animated series. It will also partner with Kojima on Physint, an action-adventure stealth game designed to merge video game elements with film, TV, and music, which was previously dropped by Sony and has now been picked up by Xbox. Additionally, XP will oversee live events like BlizzCon, Minecraft Live, and other partnerships, including theme parks and collaborations with external brands.