Burn it to the ground

Microsoft understood in the 90s.

https://www.youtube.com/watch?v=b2V9TFrmQ_Q

St. John recognized the resistances for game development under Windows would be a limitation, and recruited two additional engineers, Craig Eisler and Eric Engstrom, to develop a better solution to get more programmers to develop games for Windows. The project was codenamed the Manhattan Project, like the World War II project of the same name, and the idea was to displace the Japanese-developed video game consoles with personal computers running Microsoft’s operating system.

To get more developers on board DirectX, Microsoft approached id Software’s John Carmack and offered to port Doom and Doom 2 from MS-DOS to DirectX, free of charge, with id retaining all publishing rights to the game. Carmack agreed, and Microsoft’s Gabe Newell led the porting project. The first game was released as Doom 95 in August 1996, the first published DirectX game. Microsoft promoted the game heavily with Bill Gates appearing in ads for the title.

https://en.m.wikipedia.org/wiki/DirectX

They are always late to the party and they have an image problem

Sleeping Dogs was at one point a sequel to this game (although it didn’t start its life as one)