>>714768172 (OP)They fucked it up because their direction for their IPs was shit and reactive rather than innovative.
Their formula was to take first party trilogies, produce comics, fight against robots to lower the age rating, create new games that are open ended so that they can make a new one and then open worlds. Now their goal is rebranding and going back to "their roots."
The 2 most obvious ones are Halo and Gears of War. Both follow that exact formula.
The problem is that instead of having a platform that was the best for creative studios to simply create, they moved to controlling the IPs with a reactionary formula to try and maximise profits.