Xbox has revealed a new division at the company called XP, which will focus on expanding the brand into other media. This marks the latest in a series of moves by CEO Asha Sharma as she attempts to overhaul Xbox and maintain its long-held status as a leader in the gaming industry.

Since taking over the reins of the company in February 2026, Asha Sharma has been shaking things up at Xbox. Some of the changes were welcomed, such as a significant price cut to Game Pass subscriptions only a few months after she took the helm. Others, like layoffs that will result in over 3,200 people losing their jobs through fiscal year 2027, were less well received.

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On October 8, Sharma announced the creation of a new division at Xbox called XP, which will be led by industry veteran Kayleen Walters as president. XP will focus on four key areas: bringing Xbox characters and franchises to “film, television, and other forms of linear storytelling;” holding live events and “immersive experiences” to build the community; creating branded merch; and working with creators and other brands for sponsorships. In other words, Xbox may start popping up more frequently in movies and other attractions.

Kayleen Walters has experience that makes her a promising candidate for her new role as president of XP at Xbox. For 13 years, she worked at Lucasfilm, where she eventually became vice president of franchise marketing, overseeing the marketing strategy and commercial rollout of Star Wars and Indiana Jones films and merchandise.

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