Sony doesn't really need to do anything except not have a bad showing.
Nintendo needs to do a bit more though. This year had so far been pretty dry for the Switch.
MS has to hit the ball hard though. Many ppl saying the gen is nearly over aren't really see the bigger picture. MS needs to start sowing asap and then reap the rewards later. They can't afford to have a subpar showing. And they won't... I'm sure they have many marketing deals to toss around.