Steam

because they didnt learn, in order to make more profit per sale on your platform, you either:

make a platform consumer friendly enough that people are willing to use it (the part that is most important)

or

make a game thats "good enough" that people will use your platform as a service (e.g Riot)

EA and Ubisoft (mostly) failed at both.

That's why I think it has to be someone who owns a bunch of publishers, like Microsoft. Like how Disney is not just Disney, but also Pixar, Marvel, ABC, ESPN, etc... It's why people shit on Paramount+. There's just nothing there worth watching.