I don't see what Microsoft could do to improve the gaming experience...
1) They just shut down GFWL. If the plan was to do that in a bigger, better way then why bother as we have Steam? Also, if that was the plan they should have kept GFWL then ported accounts over to the new version.
2) Controller support like Steam's Big Picture?
I doubt it since they are taking a step back and dropping the START SCREEN now. W10 will have a native desktop, Start Menu and what we have on the Start Screen will be in the Start Menu now.
3) um...
Seriously what opportunities even exist? About the only thing I can think of is to copy Valve's approach with Steam.
Is this a knee jerk reaction to the threat of STEAM MACHINES which won't use Windows? I bet it is.