The problem for Microsoft is that with the sales disparity between consoles as it is, it's going to be more and more expensive for them to get the annual deals on Call of Duty and Battlefield. They probably need to keep the division profitable to demonstrate longevity to shareholders so I'm not sure how much they can afford these deals or cut the price.
Having said that, they could have improved the way the way did things. Halo could have had a greater push, but there were already a few contentious issues that would have affected sales regardless. Tomb Raider was probably the biggest problem. Why release it at the same time as Fallout 4 (which they were also pushing)? One of those was going to suffer. Furthermore, they still have a PR issue, even with Phil running the show.
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