The new division of Microsoft, called XP, will concentrate on expanding the presence of its film and TV franchises on various channels such as products, events, and theme attractions, alongside traditional media like television and cinema. The division has taken on Kayleen Waters, the new president of the group, who was previously the president of Minecraft unit Mojang and worked for 13 years at Lucasfilm, including the position of marketing vice-president of franchises. Additionally, Maria Angelidou-Smith, who was previously the director of Reddit and Meta Platforms, will be the new CEO of Minecraft unit.

Microsoft's ambitions in the entertainment industry remain strong after its gaming arm's massive licensing and spin-off studios. The Xbox Game Pass has seen a significant increase in game hours during the first season of Fallout TV show, while Netflix series Arcane failed to attract new players. Amazon Prime Video, where the Fallout TV series is located, has noted that 100 million people have watched at least a small part of the series, which has been renewed for a third season. Furthermore, Microsoft announced the creation of a new team for Hideo Kojima, the famous game maker, which includes production rights for cinematographic and television projects for the project PHYSINT. Microsoft also announced the acquisition of MyRepublic's mobile business, currently undergoing transition with StarHub, due to the increasing importance of mobile services in the company. Microsoft's decision to focus on its film and TV franchises is due to the desire to increase viewership for these works, which not only play but also are seen, worn, assisted, and celebrated in different ways. This division of Microsoft represents a step forward in the group's global strategy to increase the distribution of its franchises across various channels, alongside traditional media like television and cinema.