I think his main directive is to give the people entertainment. I think his whole purpose is tied into the Arcadion somehow, whether by personality or the fact that he's an endless that has been programmed to do it. I think the souls are just the honeypot to lure in the WoL to fight = more entertainment. I think it's all about the melodrama that wrestling has where everything from kidnapping to goofier stuff happens in the storylines too in WWE and other wrestling federations. Vince Mcmahon the chairman of WWE doesn't give a hoot about if his wrestlers use drugs, get mental health issues because of that, or if his wrestlers get hurt as long as the show keeps going.
I think the President think he can eventually beat us, maybe with a heavyweight champion, but I wouldnt be surprised if his only reason was to just keep the show going and making it as entertaining as possible with "storylines" which our "Non-soul using fighter braves the arena and fights soul-users to free all the souls!"