Xbox Forms New XP Division to Invest More in Pictures, Products, Partnerships, and Places

In a nutshell

• Xbox has established a new division called XP, focused on franchise expansion across film, TV, merchandise, partnerships, and live experiences.
• Former Mojang executive Kayleen Walters has been named President of XP.
• Maria Angelidou-Smith, formerly of Meta, Personio, and Reddit, has been appointed CEO of Mojang and Minecraft.

Microsoft has announced a new division within XBOX called XP, along with executive leadership changes aimed at strengthening the company’s growing entertainment ecosystem beyond gaming.

What Is Xbox XP?

XP stands for“Experience Points” and formalizes four major investment areas for the company:

• Xbox Pictures for film and television adaptations
• Xbox Products for licensing and merchandise
• Xbox Partnerships for brand and sponsor collaborations
• Xbox Places for major events, theme parks, broadcasts, and location-based experiences

The division reflects Xbox’s belief that its franchises can engage audiences beyond the games themselves, creating broader entertainment experiences while maintaining the core identity that made players care about them in the first place.

Kayleen Walters to Lead Newly Created XP Division

Kayleen Walters will transition from her role at Mojang to become President of XP, a newly established Xbox division focused on expanding the reach of Xbox franchises outside traditional gaming. She will report directly to Xbox leadership.

Walters brings extensive entertainment experience to the role. Prior to joining Xbox, she spent 13 years at Lucasfilm, helping guide the Star Wars brand across films, products, and partnerships. During her time at Mojang, she helped grow Minecraft consumer products into a multibillion-dollar business supported by more than 250 licensees and also served as Executive Producer of A Minecraft Movie, which Xbox says became the biggest film in the U.S. last year and a top-five worldwide release. She is also involved with its upcoming sequel.

Maria Angelidou-Smith Becomes Mojang CEO

Taking over leadership at Mojang is Maria Angelidou-Smith, who joins Xbox as CEO of Mojang and Minecraft. She will also report directly to Xbox leadership. Her immediate focus will be learning from Mojang’s teams and Minecraft’s global community as she begins her tenure on October 19.

Angelidou-Smith brings a strong background in community-driven products, and she spent nearly a decade at Meta, where she led products including Facebook Groups, Events, Creators, Search, Profiles, and Monetization. Xbox noted that Facebook Groups alone serves more than 1.8 billion monthly users. She later led product and technology efforts at Personio and most recently served as Chief Product Officer at Reddit.