After investing millions in the service and to everyone’s surprise, Microsoft announced the shutdown of Mixer in a month. On July 22, the streaming platform that was looking to compete with Twitch will shut down completely and move all of its partners to Facebook Gaming. Likewise, the eSports superstars with whom they had millionaire agreements to broadcast exclusively, will be able to do it again on any platform.
Competing with Twitch, which already has a much more established market, is not easy. Microsoft acquired the service in 2016 as Beam and after redesigning the brand, began betting on it last year, acquiring big names in the industry such as the famous banner Ninja fortnite. Thanks to exclusive contracts, he managed to attract users from Twitch or YouTube Gaming, but that doesn’t seem to be enough.
Agreement with Facebook to transfer streamers and partners
So that the mixer output is not so difficult, Microsoft has made an agreement with Facebook through which a transition will be made from the big names from Mixer to Facebook Gaming. In the coming weeks, streamers will be able to choose to stream on Facebook Gaming (or if they wish, they are free to go to other platforms) and Microsoft’s advertiser partners will do so with Facebook.
From July 22, directlyAll Mixer pages and applications will be redirected to Facebook Gaming. On the other hand, Mixer users who have some type of balance, credit or purchases on the platform, will be redeemed for gift cards on Xbox.
In return for what is Microsoft doing this? According to The Verge, it is a strategic decision integrate the future xCloud game service into Facebook Gaming. Viewers will be able to directly access a game they are watching from Facebook Gaming to play it in the cloud. As Phil Spencer comments on The Verge:
“When we think about xCloud and the opportunity to unlock the game for 2 billion players, we know that it will be very important for our services to find a large following and Facebook clearly gives us this opportunity. “
In short, Microsoft Mixer, as we know, will be gone in exactly one month. Instead, users can choose to migrate to Facebook Gaming or go to other platforms like Amazon’s Twitch or Google’s YouTube Gaming. Further proof that for several million investments and whatever their size, establishing a foothold in a new market where other major competitors already exist is not easy.