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# Xbox launches TV/film unit XP, with ads as a core monetization play
- URL: https://www.medianexis.com/xbox-launches-tv-film-unit-xp-with-ads-as-a-core-monetization-play/
- Published: 2026-10-11T01:41:34.000Z
- Updated: 2026-10-11T01:41:34.000Z
- Description: AdExchanger reports that Xbox unveiled a new TV and film division called XP, led by Mojang’s Kayleen Walters, with CEO Asha Sharma telling staff that “formalizing” sponsorships and brand partnerships is a key investment area.
- Author: The Signals Desk
- Tags: Streaming, Chemistry. Acadia, AdExchanger: Xbox ads and Meta link toll roundup

**Why it matters.** Brands gain a new high-margin ad environment in gaming-adjacent TV content, even as Xbox must manage gamer aversion to advertising.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*Chemistry. Acadia*](https://www.medianexis.com/tag/by-chemistry-acadia/) *·* [*read the original*](https://www.adexchanger.com/daily-news-roundup/friday-09102026/?ref=medianexis.com)*.*