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The "newness" of a franchise is overrated, as far as I'm concerned. If the game plays well, it can belong to an evergreen series for all I care. Xbox beat its closest competitor PlayStation between 2006 and 2008 with pretty much only three series: Halo, Gears, and Fable. Heck, Nintendo "won" 2017 with Mario Kart, Super Mario, and the Legend of Zelda -- three series with a combined 91 years of history behind them. If a game is good, it's good.
The problem with Microsoft 2012-present isn't that it increasingly relies on the same IPs; it's that its games haven't been very good. I think 2016 was a really promising rebound, with Gears 4 and Horizon 3, but then 2017 was probably the worst Xbox year since its inception. 2018 so far has been nothing special either.
If I had anything to say about it, I'd do the following:
- Keep Gears and Forza as is -- if it ain't broke, don't fix it
- Fix Halo -- this should be the flagship franchise, but it's floundered for six years under 343
- Reboot Fable -- with so many deadly serious RPGs on the market, a subversive, tongue-in-cheek action-RPG would really stand out
- Revivify Perfect Dark -- you're the online-focused, shooter-centric platform, so play to your strengths
- Close Rare and hand out its properties, minus Perfect Dark, to smaller A and AA studios -- Rare is overstaffed, unwieldy, and seemingly incapable of making even competent games, but its stable of IPs is among the best in the business
- Take on the odd third-party exclusive -- forging partnerships with studios like Insomniac or Remedy might not pay off in the short term, but will expand the attractiveness of the ecosystem in the long term.
To be clear, Microsoft needs to do none of this. Despite a dearth of worthwhile exclusives, the Xbox brand is pulling in a lot of money. Xbox brass doesn't care if the system is #1, #2, or #3 in the monthly charts, as long as profits are good.
