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At this point it's almost futile for Microsoft to continue with the Games for Windows platform. Other services, notably Steam, beat them to the punch on basically every count — several years ago, in fact — and are now hopelessly far ahead.
Microsoft's latest attempt to update the service just isn't enough. Frankly, it doesn't even look like they're trying. Some of their prices are out of whack compared to the rest of the market (Age of Empires 3 is $40??), their game library just doesn't measure up, and there are some lazy information gaps on game pages. Valve's Steam has become the iPod to GFW's Walkman. But that still doesn't mean that it isn't Microsoft's responsibility to freaking try.
Why? Because Microsoft is still technically the default platform holder of PC gaming. Windows is their platform, and let me tell you that Windows, not Xbox, is still Microsoft's main source of revenue.
Maybe, just maybe, there are a handful of things Microsoft can do to salvage this debacle and even gain a couple advantages on the PC. Here they are:
Get GFW on All Windows Computers
Microsoft needs to get Games for Windows onto people's computers — forcefully if they have to.
It's probably a big mistake that the GFW client doesn't already come with every Windows install. Vista implemented some native GFW functionality, but really nothing beyond system requirement ratings and a separate Windows Explorer folder for games that I don't even use anymore. Imagine if they opened this up with new and enhanced GFW versions of Solitaire, Chess, and Minesweeper with Live functionality (which I'll get to below) and a few achievements just to get more casual Windows users exposed to the service.
I don't even care if Microsoft has to turn GFW into its own digital rights management that certain games require. Steam works partly because it's become a DRM that gamers will actually put up with. You have to install Steam to play some games, but in return you get the advantage of all Steam's features, and it's caused some people to prefer the Steam versions of games — read, actually go out of their way to buy a game with a particular company's DRM. That leads me to the next thing….
Include Live Functionality Across GFW
A good way to promote GFW would be to include functionality that only Microsoft can provide, and right now a good candidate is their Live infrastructure. Gamers love it on Xbox, and I imagine they'd like it on PC, too.
A handful of games already do this. Fallout 3 and Red Faction: Guerrilla have Live clients in-game that allow you to text message friends and get achievements that count on Xbox. Microsoft needs to promote this in more games — potentially in any game that has both a PC and Xbox version. One interesting idea could be a take on Valve's Steam Play: Make it so that if you buy a game on Games on Demand on either PC or Xbox, you own both versions with intercompatible save files and all that.
Most importantly, they need to bring in all the social features that you get on Xbox. Go ahead and rip off Steam's in-game text chat and instant join feature. Microsoft could possibly even get a leg up on Steam with the ability to join parties and engage in party chat — making the first "official" implementation of the feature in PC gaming. Microsoft's advantages over Valve right now are few, and they need to make the most of each one.
Put Microsoft Games on GFW
One of the reasons people still want to see Microsoft carry on with this Games for Windows thing is because they still own the rights to a few PC games that they want to see. Yes, believe it or not, Microsoft Game Studios used to put out PC games.
Right now you can get the original Fable, Age of Empires 3, Viva Piñata and the first Gears of War on Games for Windows — and that's the only place where you can buy them digitally. This will probably be the case with the Windows version of Fable 3. Microsoft has a modest back catalog that they could reach into in order to build upon this.
Microsoft Flight Simulator, Train Simulator, and Space Simulator could show up there. They've also got MechWarrior and Zoo Tycoon. Interesting exclusive old-school releases could include Fury3, Hellbender, Starlancer, and Freelancer. Of course, there are also the Halo and Gears sequels.
Blizzard with Battle.net has managed to stay right on the heels of Steam because of basically three games. Microsoft has a couple of similarly popular franchises at their disposal. There are still people who want to see Windows versions of Halo 3, ODST, Reach, and Gears of War 2. Any of these (or perhaps a PC release for Gears 3) would be a good push for GFW.
It's really sad to see a company practically abandon the market it created, only to have that market stolen away by a third party. Microsoft wanted to consolize the PC since before the Xbox 360 came out. They just didn't stick to the program, presumably because they didn't see it as worthwhile until someone else proved them wrong.
Follow my advice, Microsoft. It's not too late.
This was previously posted at redswirl.1up.com