Microsoft is going at this whole war in a devious and clever way. They're behind the curtain, plotting a takeover. Not a hostile one--they're practicing a war of attrition, a long siege battle that's set for the long run. Microsoft has pretty much won over consumers already; now it is going after developers--and it'll probably attract enough strong first-party labels with its new tools to make a formidable presence. That means more Windows 10 UWP games, and having to deal with the horrible Windows Store.

http://www.tweaktown.com/gaming/7632/microsofts-plan-take-over-gaming-actually-work/index.html

So basically Microsoft is playing chess while everybody else is playing checkers.

"Microsoft has pretty much won over consumers already" ....with what??

With Windows 10 maybe? A number of people actively using it was insane, but I don't think it means much for gaming. They sure as hell haven't won over gaming consumers and they have alot more work to do for it to happen.

Steam is not to be overlooked imo.
Steam & GOG arnt just going to stop being there, because MS starts useing its store for games.

That article had me scratching my head. Turn 10 is an example of a studio that's been won over by UWP? They pretty much have no choice.

Developers are going to flock to UWP because they "only have to write code once"? I'm supposed to believe that they're going to skip Steam and pick the Windows store just because of that? That's not happening any time soon, if ever.

Finally, UWP certainly hasn't won over consumers.

Microsoft might be trying to play chess but all they've got is a Bishop and a couple of pawns. Meanwhile, Valve is playing Rugby.

MS is playing chess, but backing their King into a corner after having sacrificed their queen. In no way will MS ever take over gaming.

Sony has consoles on lockdown, but is looking into streaming.

Steam will always be the prefered place to play with PC as Windows store version of games are poorly optimized.

Nintendo could be the last of the big three to stay in consoles long term, which would automatically win over that audience. A lot of people don't want to game on PC in any form nor are they interested in a streaming service. Also the possibilies that surround NX kind of leave them as a wild card at the moment.

The XBox brand has the worst case of identity crisis I have ever seen, and they are spreading their resources too thin. They will never take over gaming in any form.

you answered your own question. they're doing fine on the PC side but they're a very small player on the PC side of things. As Kapi said above, they will only ever be another player on the PC plstform, they'll never take over it. Their chance to do it went years ago. 

Shocker, lots of people upgrading to a free OS.

Next up is the awful idea to bring over Xbox One games exclusively to the UWP platform, meaning everyday Steam gamers won't ever get access to Xbox games on PC. Xbox games will never be on PC--they'll only be on Windows 10. So there's a clear dividing line between "PC" and "Windows 10" right now, and Microsoft wants it that way.
And that's somehow different? Poor Steam users can't use the Win 10 store?

Now we're seeing the next phase of the plan: attracting the developers by winning them over with these efficient, time-saving tools.
Haha, yeah tell that to Remedy.

It gets worse after that. Sony doesn't stand a chance, every xbox one is a dev kit, millions of UWP developers will be making UWP games!
UWP starts to sound more like the cloud every day.

Hasn't UWP been a fucking disaster thus far? Hasn't every Xbox to PC game been a mess that can only be bought through the largely god awful Windows store?

What this article is pretty much saying is that MS have boxed themselves into these closed systems (Windows 10 exlcusives/Xbox One) and are going to take over gaming by convincing gamers to ditch the much more open systems they've been using to box themselves in too?

Yeah, I'm sure that'll work fine. PC gamers have always been all about consistency and closed systems....