@Ant_17: "Microsoft is now a 3rd party publisher with a console.
UWP?"
In response to the OP, "yes and no"..
"Yes", in the sense that Steam is a store-front other than Microsoft's own Microsoft Store on PC.. But considering the fact that growth in PC gaming only serves to help the Microsoft PC division, the motivation here is fairly clear:
Go to current PC gamers where they currently are..
Microsoft clearly wants to grow the footprint of "Xbox" on PC and the overwhelmingly majority of PC gamers purchase their content from Steam.. It's just a realistic reaction to a realistic situation.. The Microsoft Store may come into relevance in the years to come but Microsoft wants to make serious strides into the PC market NOW.. and right now, that's Steam..
"No" because, at least judging from how they are handling the Halo: Master Chief Collection on Steam, an Xbox Live account is REQUIRED to play these Xbox games.. So even though the game is being purchased via Steam, that's still another monthly active user for Xbox Live (which is clearly the metric Microsoft is concentrating on moving forward)..
Its a win, win, win.. More sales for Xbox games due to a presence on Steam, resulting in more active Xbox Live users, also resulting in further growth for Xbox in PC gaming (which benefits Microsoft as a whole)..
As long as these games require an Xbox Live account, they are technically still part of the "Xbox" ecosystem.. Regardless of whatever store-front you prefer.. It's actually a rather genius move in this upcoming "battle of the ecosystems"..
As far as UWP, the new Game Core in Win10 seems to be the evolution of that vision (In terms of gaming anyway) .. There's obviously a place for lightweight touch friendly apps so that's where UWP and PWA will continue to serve their purpose on the wider scale..
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