THE CRUNCH
Xbox is setting up a new division called XP, dedicated to experiences beyond video games: film and TV adaptations, consumer products, live events, and partnerships with creators and brands. The work is not entirely new, as different teams at Xbox already handle these projects, but it will now sit under one centralized division.
XP formalizes four "investment areas", set out in a blog post by Xbox chief strategy officer Matthew Ball. Xbox Pictures will bring the company's worlds and characters to new audiences through film, television and other linear storytelling, while Xbox Products will focus on items "authentic to the fandom". The division's overall remit also spans live events and partnerships with creators and brands.