Nintendo is the only winner, and i suspect Apple in the coming years will be the only one competing with Nintendo, since Sony abandoned the handheld market, and Microsoft has no interests in the mobile market
GamePass is the bastardisation of gaming, that'll end up killing gaming as we know it, and the Xbox brand, it is not even profitable for game studios, it's just an attempt for Microsoft to pump a meaningless number, and it doesn't even help their earning reports
EU is moving to force Apple/Google to open up their ecosystem for 3rd party stores, Sony/Microsoft have 0 presence there, if steam doesn't try, then it's game over for all 3 of them
I suspect in the mid-long term, Apple, Google, Epic will be the 3 main actors of the gaming industry
Microsoft will give up and focus on their cloud gaming infrastructure
Looking at console and game sales, it is clear that Microsoft is not a strong gaming brand; even when their competitors are struggling with supply chain issues, they fail to capitalize on that
https://www.vgchartz.com/ a great website to gain some precious knowledge about their individual performance