Facebook, Google, Microsoft, Apple, and Amazon have unprecedented insight into user behavior and that is power, and that continues to consolidate.
They are accumulating data through many other devices and applications from a wider user group, I doubt gaming makes all that much of difference.
Barring MS none of the others actually have any presence in gaming
FB and Google efforts in engaging the gaming community has not scaled. Stadia or Oculus is not mainstream yet. Amazon has even smaller presence with just some products on AWS. Apple is just interested in taking their 30% cut and done nothing really in this space.