They should have created a propriety OS.
Multiple OS's would give developers' pain to start everything from scratch. Improving a current platform (may be its windows or whatever ) is better idea rather than to create another one. If every one starts going with developing a proprietory OS, then it would leave customers with confusion and frustration to chose from , just like filling engg or MBA entrance forms (they are so many)
PS- If a proprietory OS is created, then it would be a hectic task for current games to recode them to support that very OS. Obviously if a proprietory OS is created, then its pretty sure that it'd be focussed at some specific section of games, and that would be kind of biased way.
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