Microsoft Xbox, hoping to replicate the success of franchises like Minecraft and Fallout, is launching a new division called XP designed to extend properties beyond video games.

The XP name is described as a play on “experience points.” It has four main components: Xbox Pictures for film and TV adaptations; Xbox Products for licensing and merchandise; Xbox Partnerships for sponsors and brand partners; and Xbox Places for broadcast and in-person events.

“Our franchises can mean more to people than the time they spend playing them,” CEO Asha Sharma explained to employees in a staff memo Thursday.

Expanding properties beyond video games then creates a virtuous cycle, Xbox says. Fallout titles on Xbox Game Pass saw a 5x increase in hours played during Fallout‘s first season on Prime Video. Minecraft saw over a 75% increase in weekly active users of the game year-over-year since the movie’s release in the spring of 2025.

Hollywood, meanwhile, has finally found its groove with adapting games into films and series. Sony revived Resident Evil last month and HBO drew big viewership and critical praise with The Last of Us, just to name a couple of recent success stories.

The XP news comes after Xbox has initiated a self-described “reset” with multiple rounds of layoffs and restructured its studio businesses to adapt to a changing operating environment in the games sector. In 2023, Microsoft acquired Activision Blizzard for $23 billion at a moment when mobile and casual gaming was starting to upend the traditional console business.

Kayleen Walters, a former Lucasfilm executive, has been named president of XP. She is expected to build a team at the division from staffer both internal and external. Maria Angelidou-Smith is joining Xbox as CEO of Mojang and Minecraft after nearly a decade at Meta.

After spending 13 years at Lucasfilm working on Star Wars, Walters helped grow Xbox’s consumer products arm into a mult-billion-dollar business with more than 250 licenses. She was an executive producer of A Minecraft Movie, and is a full producer on its sequel, which is currently in production.

“Fans don’t just play our franchises,” Walters wrote to employees in an email to her team. “They watch them, wear them, attend them, celebrate them, and connect with them in countless ways.”

EXCLUSIVE: BBC director general Matt Brittin has spent time in recent weeks meeting with the leaders of U.S. streamers in an effort to showcase more of the corporation’s content.

Brittin, a former Google executive, told staff on Wednesday that he had met with the “global leadership” of Netflix, Amazon Prime Video, Apple TV, and YouTube in an effort to forge “strategic partnerships.”

Deadline understands, for example, that Brittin sat down with Greg Peters when the Netflix co-CEO visited London in recent weeks.

Brittin has put partnerships at the heart of his agenda in his early months at the BBC, though it is not yet clear how closer collaboration could work with U.S. streamers.

The director general told staff: “Since I’ve been here, we’ve met with the global leadership of Netflix, Amazon, Apple and YouTube to talk about not just the individual things that we’re doing, but what if we step back and say, ‘What are all the things we could do to help the BBC to transform at this time?’

“Because of our reputation and our trust internationally, I think we can get a lot more out of players like that, as well as the many partners we have in other parts of the BBC as well.”

Brittin added that he wants to ensure that the BBC’s content is more “prominent” on Netflix and YouTube, and has previously spoken about making more BBC News output available on these services.

In a deal that predated his arrival, the BBC agreed to produce original YouTube shows for the first time under a pact with the Google-owned video service.

Brittin’s proposals are also in step with the British government’s plan to compel YouTube to promote public service content. YouTube has expressed reservations about this, calling it “forced prominence.”

Brittin’s comments on streamer partnerships come as Reuters reported that the BBC and Channel 4 are scoping out a joint-venture deal.

This could include BBC Studios combining UKTV with Channel 4’s advertising operations, channels including E4 and Film4, and its streaming service. Channel 4’s main network would not be included in such an arrangement, Reuters reported.

Brittin and Channel 4 CEO Priya Dogra have spoken openly about a partnership, including iPlayer hosting Channel 4 shows. Dogra has, however, warned against the BBC acquiring full control of Channel 4.

A BBC spokesperson said: “We won’t be providing any comment, but as we’ve said before, we believe increased collaboration between all public service broadcasters is vital to ensure the industry thrives in a highly competitive global marketplace.”

Channel 4 said: “We won’t be commenting on any speculation but we welcome and support greater collaboration between public service media and strongly believe working together can strengthen impact, innovation and sustainability in UK broadcasting. Channel 4 and the BBC already have a successful commercial relationship, involving ad sales for UKTV and the carriage of U on 4Streaming.”