Xbox is launching a new division called XP to centralize all company experiences that are not video games. The unit will oversee films, television adaptations, consumer products, live events, and partnerships with creators and brands. While different teams at Xbox have previously handled these tasks separately, they will now operate under the unified XP structure. Matthew Ball, Xbox chief strategy officer, outlined the division's scope in a blog post. He identified four specific investment areas. The first area, Xbox Pictures, focuses on bringing the company's worlds and characters to new audiences through linear storytelling mediums such as film and television. The second area, Xbox Products, is dedicated to creating items that are authentic to the fandom.