It's a simple one really.
Just make great games. But MS is either full of idiots, disillusioned, or just hasn't got a clue. My money is on a combination of at least two of those.
This is a company that was willing to spend over $60B to take a shortcut, people have been complaining about their lack of gaming output since far back in 2017. If they instead decided to channel just 10% of that money into building new IPs or rebooting older ones, they would have like 10-15 great games right now that everyone would be talking about. To really put this into perspective just to drum home how out of touch MS is... Sony has spent less than $1.5B developing (and marketing) GOW2018, GOWR, Spiderman, SM.MM, HZ.ZD, HZ.FW, GoT, TlOU2, Rathet, Returnal, and GT7. The ones I can remember that were released since 2017.
$1.5B... and yet, MS's biggest move in the same 5-year span is to drop $60B to consolidate a subscription service.
Their priorities are just all wrong.