I'd love to see a conference room where real people could be invited to have a debate with home users. We can imagine god of war 3 producer shortly introducing his game and then answering questions, or politicians, economists, writers talking about philosophy and other stuffs and then having a debate.
Concerning pure gaming, they have to do something with trophies, like being rewarding in virtual credits when you have platinum and gold trophies (50 cents a gold, 1€ a platinum).