By making online multiplayer free :/
But since that won't happen - offering two tiers. A budget one that consists of online multiplayer and the stuff no one cares about, and a premium one that consists of that plus the 'free' games plus the store discounts.
This is actually a really good idea and I wish they would do this. I don't care about the free games if I want a game I buy it and the store discounts are hardly worth it and I'd be willing to lose them.