Xbox Creates XP to Bring Its Gaming Franchises to Film, TV, and Beyond

Earlier this month, Xbox CEO Asha Sharma announced the creation of XP, a new Xbox division led by newly appointed President Kayleen Walters. The division will focus on film and television, consumer products, strategic partnerships, and live experiences. Its mission is to help Xbox’s iconic franchises reach broader audiences, deepen connections with existing players and new fans, and create new opportunities for growth in untapped markets. 

What We Need to Know

Gaming will remain at the center of Xbox’s philosophy. XP is designed to expand the ways people experience the company’s franchises beyond playing the games themselves, from watching film and television adaptations to purchasing merchandise and attending live events.

The creation of XP formalizes four investment areas:

Xbox Pictures: Bringing Xbox’s worlds and characters to new audiences through film, television, and other forms of linear storytelling.

Xbox Products: Creating products that reflect each franchise’s identity and allow fans to celebrate and express their enthusiasm for the worlds they love.

Xbox Places: Bringing communities together through live events, immersive experiences, attractions, broadcasts, and destination-based experiences.

Xbox Partnerships: Working with creators, brands, and communities to develop new experiences, sponsorships, and brand partnerships. 

Who Is Kayleen Walters?

Kayleen Walters brings experience in developing and expanding entertainment franchises. Before taking the role of XP president, Walters spent 13 years at Lucasfilm, helping guide the Star Wars franchise across films, consumer products, and partnerships.

The Bottom Line

Xbox’s creation of XP signals a broader ambition: to turn its most recognizable gaming franchises into entertainment properties that reach beyond consoles and PCs. From film and television adaptations to merchandise, live events, and brand partnerships, the division will bring these efforts together under a dedicated leadership team.

The strategy makes sense on paper. Franchises such as Fallout demonstrate how a game can develop into a much larger entertainment brand, reaching audiences who may not necessarily play the original title. Xbox now wants to create more opportunities for its other properties to achieve that kind of reach.

However, expanding a franchise doesn’t automatically make it more compelling. The challenge will be finding ways to reach new audiences without losing the qualities that made these games meaningful to their existing communities. Poorly executed adaptations, uninspired merchandise, or experiences that prioritize monetization over fans could undermine that goal.

Walters’ 13 years at Lucasfilm may bring extensive experience with one of entertainment’s biggest franchises, but that experience alone doesn’t guarantee success. The Star Wars brand has faced its own challenges in maintaining a consistent creative direction, while its merchandise and consumer products don’t always live up to the strength of the franchise’s name. Xbox should take note: a recognizable IP can open doors, but it cannot carry every project on its own.

Ultimately, Xbox XP should be judged by what it delivers, not the franchises it hopes to expand or the résumé of the person leading it. Can the division create films, products, partnerships, and live experiences that fans genuinely want, or will it simply find more ways to monetize familiar names? Until Xbox reveals what XP plans to produce, skepticism is warranted. The ambition is clear. Whether the execution will be there is another matter.