Publishers already tried this (EA, Ubisoft, etc) and it didn’t really work. They came back to 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.