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Xbox launches TV/film unit XP, with ads as a core monetization play

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.

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 · Chemistry. Acadia · read the original.

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