Actually the main thing MS are pushing are security updates. These other things are smaller things. Candy Crush and Bubble Witch Saga 3 are likely being re-enabled/installed due to licensing agreements with King/Activision that keep updates to Windows free as AFAIK, the current plan at MS is that once you have Windows, you should never have to pay for Windows again on that machine if it is OEM. And for retail buyers with a retail key, any version of Windows (I've migrated my version of Windows 10 Pro to different machines as I have a retail key, although I have to contact MS each time I do it).
And then outside of that, MS keep implementing features to either improve accessibility for disabled people (they invest a massive amount of money into that) or to make the OS more attractive as the competition isn't going to stop adding features either. If they fail to add support for VR/AR, for example, they risk becoming irrelevant in the future if those technologies take off.
But by and large, security updates are the bulk of new things that are added to Windows over time. And the main reason that MS started to force updates is because of the absurd number of Windows Machines which hadn't been updated that were compromised and part of massive botnets. Often compromised months/years after a security patch had closed the security hole that was exploited on those machines.
The fact that they allow corporate IT staff the luxury of delaying patches is also the main reasons that, for example, the UK health industry got nailed so hard relatively recently. The security hole that allowed ransomware to be installed on so many of their machines had been patched months earlier. Had the patch been installed, they likely wouldn't have been compromised and wouldn't have lost so much customer health data.
Regards,
SB