Xbox unveils XP division and teases next generation Project Helix hardware

Xbox chief executive Asha Sharma has unveiled a new division named XP to manage the non-video game aspects of its intellectual properties, Game Developer and Inven Global report. Game Developer reported that the XP division is divided into pillars including Xbox Products for authentic fandom items, Xbox Places for live events and broadcasts, and Xbox Partnerships for creator collaborations and sponsorships. [1][7]

The announcement comes alongside updates on future hardware plans. Digital Foundry, KitGuru, and GAMINGbible all report that Asha Sharma spoke to Xbox employees in an internal town hall meeting, reiterating that the upcoming next-generation Project Helix console will be a family of devices rather than a single box. Digital Foundry cited reporting from Windows Central when covering the town hall statements. [3][4][5][6]

Digital Foundry also notes that the internal address included promises of changes to the Game Pass subscription service, investment in Battle.net, and development streamlining. Separately, eXputer.com reported that Asha Sharma claimed the previous strategy for Game Pass had sent the brand into freefall. [2][3]

Xbox is the video game and digital entertainment division of Microsoft, based in Redmond, Washington. Established in 2022, the division oversees development labels including Xbox Game Studios, Mojang Studios, King, Bethesda Softworks, Activision, and Blizzard Entertainment. [8]