Xbox launches XP: its franchises are heading to film, TV, merch and live events

Xbox has been going through a rough patch, with headlines that haven't been kind to the brand, but at last there's an announcement with a different tone. Asha Sharma, Executive Vice President and CEO of Microsoft Gaming and Xbox, has unveiled XP, a new division dedicated to taking the company's franchises beyond the game screen and into other formats: film, television, consumer products, collaborations and in-person experiences. According to Vida Extra, the announcement comes alongside the appointment of two new leaders who will head up the project.

Why does it matter? Because it's a statement of intent. Xbox no longer wants its series to live only on the controller or the keyboard; it wants to build universes that work as full-fledged entertainment brands. For the competitive community and for content creators, this could mean more visibility, more events and more reasons to talk about these games outside of the match itself. But it also raises questions about priorities.

What you need to know

• XP is Xbox's new transmedia division, announced by its CEO, Asha Sharma.
• The name plays on the word experience and on the initials of the areas that make it up.
• Its goal is to reach fans who don't necessarily play, through adaptations, products, collaborations and live events.
• It is organised into four investment areas, including Xbox Pictures, Xbox Products and Xbox Places.
• Microsoft has confirmed two new leaders to drive the project forward.

How XP works: the investment areas

The structure Microsoft describes, according to Vida Extra's report, is split into several fronts with very clear roles. Here's how they break down, in our own words:

The source mentions four areas in total, but the available text only details these three, so we won't speculate about the fourth. What is clear is the logic: each letter in XP points to a different way of enjoying a franchise without needing a game installed.

The context: a move the industry already knows well

The transmedia push is nothing new in the industry. Other companies have spent years proving that a good adaptation can bring seemingly dormant series back into the conversation and attract new players. Xbox, with a huge catalogue after its acquisitions in recent years, has more than enough material to give it a shot. The difference is that it's now doing so with a dedicated structure, complete with a name, leadership and defined areas, rather than one-off projects.

The timing isn't a coincidence either. After a run of tough news for the brand, an announcement like this helps change the narrative: shifting the conversation from cuts and doubts to expansion and the future.

Our take

Here at Underworld Lordz, we're watching XP with interest, but with our feet firmly on the ground. It makes sense for Xbox to want to treat its franchises as all-round entertainment properties and, if done well, it could be very positive: a good series or film draws in a new audience, and that audience eventually finds its way to the servers, the streams and the tournaments. For those of us who create content, anything that broadens the conversation around a game is a breath of fresh air.

That said, there's an unavoidable criticism. A division devoted to films, merchandise and events won't, on its own, fix what matters most to a competitive player: solid games, good netcode, ongoing support and a well-supported scene. If XP becomes a way to milk brands while the core titles are neglected, the excitement won't last long. However much you play with the word, the experience starts with the game itself.

Where we do see a real opportunity is Xbox Places. Live events are the natural home of esports and communities. If this area translates into support for competitions, in-person meetups and spaces where teams and creators can connect with their audiences, Xbox will have more than just a nice-looking announcement. If it stays at the level of showcase experiences, it will be a missed opportunity.

What do you think?

Xbox wants its series on the big screen, on your T-shirt and brought to life at in-person events. Do you think XP can genuinely boost the competitive scene and creators, or is it just marketing to cover up a rough patch? Tell us which franchise you'd like to see adapted and discuss it with the team in the chat or on our Discord.