Restructure the studios
Microsoft should structure their studio to have 2 teams working to 2 different games. For example, 343 industries have been pumping out Halo since their inception but they can keep one team on halo and while another works on a new IP. If Microsoft makes all of their major first party studios do this they will definitely improve their game library.
Microsoft can create 6 new IP each with a 3-year development time if they refocus and create 2 teams within the studios.
343 industry- Halo and New Ip
The Coalition -Gears of war and New IP
Turn 10-Forza and new IP
Rare-Sea of thieves and many more Rare IP or new IP
Lift London-New IP
Mojang- Minecraft and new IP
Make a push in Japan
Persona, Ni No Kuni, Nier and many more Japanese games haven’t released on Xbox and those publishers don't even have an exclusive deal with Sony. Truth is those Japanese developers don't find the point of releasing on Xbox because of the lack of interest mostly by the western gamers. The Xbox is hard to sell to Japanese gamers but if not hardware then software can provide a step forward. With a cheap service like Gamepass they can find a place in the Japanese market. If Microsoft is able the provide the service streamable on a mobile platform they can really garner great interest. This would allow Japanese developers to release their games exclusively on Gamepass and allow Japanese and western gamers to try the game at a low cost instead of investing a lot of money on games.
The Japanese game industry is in a bit of a limbo right now. With developers like Fromsoft and Square enix releasing games like dark souls and Nier, which are akin to western style games and on the other hand, there is the traditional style of Japanese games such as Ni No Kuni and Xenoblade. This sort of disparity shows the conflict within the Japanese's gaming industry and this lack of focus is making its industry lag behind the western gaming industry. Microsoft needs to entice these developers to release their games on gamepass which allow it to garner an audience in the west.
Counter the competitions every move
If the other platforms release a zombie game, then release your own zombie game. Stop the audience from saying they have a certain game on their platform, instead show them that you are willing to make your own game. Stop catering to multiplayer games as I will only create further distance from the competition and will divide the gaming community. IThe idea is to stop them from labeling Xbox as a multiplayer only platform and make sure that they convince gamers that their platform offers single player games like the competition's platform does. This sense of competition will only bring out the best out of out of the platforms out there.
They need a visionary
Over the last few years, studios have closed down and big-name developers have left their positions due to mishaps or creative differences. Big names such as Kojima, Ken Levine, Vince Zampella and many more have left their positions to start anew. After the Konami disaster, Sony quickly made a deal with Kojima's new studio gave way to a Sony exclusive, Death stranding. Where was Microsoft when all of this was happening? Why didn't they try to make a deal with any of the developers I mentioned? Titanfall and Mass effect were franchises that could have been exclusive but Microsoft didn't go all in but instead made deals that benefited only their pockets. Microsoft has missed ample opportunities to acquire these talents and usher unique games to the Xbox brand. Microsoft needs to be more proactive when it comes to developing games and they need to make sure that the right person is behind the development of these studios. Stop the competition from securing these key players and that what will usher great games.
Stop with the timed exclusives and give us proper exclusive
One aspect that separates the other platforms to Xbox are the way they handle their exclusive games. When gamers complained about the lack of exclusives on the Xbox, they decided the best course of action were temporary exclusives. Gamer quickly saw through that façade with the Rise of the tomb raider deal. A deal that was supposed to impress but backfired and lead many to criticise Microsoft untrustworthy tactics. Games like dead rising that get announced at E3 as being exclusive but a year later find themselves on other platforms. These timed exclusive deals really tarnished Microsoft's credibility and that why gamers always predict the same Halo, gears and forza narrative every E3. Microsoft's tactics are quite transparent and they need to understand that gamers are not as naive as they think. Microsoft needs games that are only found on their platform and nowhere else.
Let me know what you think in the comment section below.