The Mixer said goodbye to us on the sad and extinct last day.

Mixer, Microsoft’s streaming platform once intended to rival Twitch and YouTube, came to a definitive halt yesterday. That’s how his story ended.

If one follows the video game industry a little, it couldn’t have escaped the attention of last year’s flared streaming war that erupted across different platforms. On July 22, yesterday, one of the serious contenders, Mixer, put down the lute and got out of the competition, blowing in the wind thousands of content producers who felt at home on the Microsoft platform. We’ll find out where Mixer started, how he tried to catch up with the competition, why he closed the store permanently, and what his end days looked like.

The Mixer said goodbye to us on the sad and extinct last day

Sic Parvis Magna

The history of the platform begins in January 2016, when 18-year-old Matt Salsamendi and 20-year-old James Boehm found Beam. The streaming platform, based on the FTL protocol, quickly attracted the interest of the IT world, as it was already able to deliver broadcasts to viewers with an astonishingly small delay; compared to the 10-20 seconds it took at the time, Beam was able to keep the delay to one second.

The startup seemed so successful that it won a $ 50,000 grant in a competition announced by TechCrunch a few months after launch. This was probably what finally put Beam on the map, as soon no one else knocked on the door of the founders other than Microsoft. To date, not knowing how much money was on the check that Salsamendi and Boehm had put in front of the company’s representatives, the point is that in August 2016, their product was already owned by Microsoft.

The Mixer said goodbye to us on the sad and extinct last day

From here, the cart swung: Microsoft announced that the service would be integrated into Windows 10, and later the app was also featured prominently in the main menu of Xbox One consoles. The company was still run by the two founders, however, the marketers of the parent company told them that this Beam name doesn’t sound so good in the global market, so in May 2017, the platform was renamed Mixer.

Rush

With Microsoft behind it, Mixer had a little exaggeration of endless financial resources, and they began to develop the platform with steam power to compete with Twitch, who had become the market leader at the time. The devices manufactured by the company have increasingly focused on the service, and they have begun to deploy the interface with attractive features for both streamers and users.

The Mixer said goodbye to us on the sad and extinct last day

The biggest emphasis, of course, was on gaming, but that required pull names, and that’s where Microsoft’s money came in, and the embedding of the Xbox division into the industry.

In the summer of 2019, the internet was loud because Ninja, one of Twitch’s most popular streamers, had an exclusive contract with Mixer and would continue working there from now on. He said the decision was not driven solely by financial reasons, as the content maker, which then had 14 million followers, still received one fat sponsorship after another. However, by being able to work closely with Xbox game developers, a lot of opportunities opened up for him, which Twitch blocked.

The Mixer said goodbye to us on the sad and extinct last day

The platform then in turn silenced content producers from competition; another important transfer was Shroudé, who also brought with him a crowded follower camp. However, with the transfer of the big names, the voices that did not approve of the new direction in which the platform was heading also intensified.

Several smaller content vendors have indicated that they are being offered much more disadvantageous contracts than before, and this is likely due to Microsoft’s desire to create a family-friendly platform by endorsing big but non-sharing names, which many old streamers didn’t fit into. Quite coincidentally, this was the point when the founders left the company.

Lots of fuss about nothing

Last year brought a lot of rearrangements in the streaming market anyway, we’ve covered the events in a longer article before. Streamers didn’t necessarily do better with more and more platforms appearing on the stage threatening Twitch’s monopoly. In addition to the Mixer, Facebook Gaming has emerged, and YouTube has also been constantly trying to get back at the forefront in this area as well.

The Mixer said goodbye to us on the sad and extinct last day

As the graph above shows, the emergence of new entrants has not only been a problem for Twitch, but even a bigger one for platforms that didn’t already have a very crowded user base. Facebook Gaming, for example, was able to grow at a much faster rate than Mixer, and by then it could be felt that this would be a problem because Microsoft’s money supply seems inexhaustible, but the patience of the heads is very finite.

Although the number of hours streamed on the platform has increased from quarter to quarter, the increase in the number of individual users has not been achieved even by endorsing brutal drag names.

This is illustrated by the fact that in the quarter when the biggest names were confirmed and everyone was waiting for Mixel to head to the top, the number of hours viewed on this interface fell by 10.6 per cent, and unfortunately no further statistics confirmed it. that maintaining the platform was worth the money invested.

The Mixer said goodbye to us on the sad and extinct last day

This brings us to the recent past: on June 22, 2020, Microsoft announced that it did not intend to continue funding Mixer given the poor performance of the service. Content producers were given a month to make the switch, as on July 22, the streaming platform, which had experienced more beautiful days, was forever darkened.

Where a stream stood, now a VOD pile

Along with the sad news, it was also announced that they had partnered with Facebook Gaming, giving the streamers automatic partner status from Facebook and embedding monetization programs into its systems. Of course, this was not obligatory for anyone who wanted to continue their work on another platform, before that the path to self-realization was free. Those who would lose serious money as a subscriber by shutting down the Mixer will be compensated with Xbox gift certificates.

However, many of the content producers still experienced what Microsoft had done to them as a betrayal, and the fact that the company had hardly communicated with them at all since the announcement did not help either:

“The way we reported and the way the whole shutdown was handled was flawed. (…) Yes, we’ve lost a lot of the space we’ve considered our home in the last five years, and while I’m sure many are sad about it, at least as many are. who don’t want to talk about what happened at all. ”

The Mixer said goodbye to us on the sad and extinct last day

said a content maker named Pixel to Kotaku.

The transition is very difficult for him as he has given up his web development job to build streamer tools for Mixer, but most of the things he develops don’t work with the new systems and he will have a lot of work to do to get used to a new platform somewhat.

Anyone who looked through the Mixer’s last-day broadcasts yesterday may have found mostly replays or glitter-flashing animations that advertise where that particular content producer will continue in the future. A few have yet to return to say goodbye to the platform in a final stream, or one last chat with the remaining members of their community.

The Mixer said goodbye to us on the sad and extinct last day

Unfortunately, this was not authoritative, zero viewers followed the streams on several channels, it became a farewell carnival of a ghost town.

The creator, known as WASD, for example, did a lot of work with Mixer content producers, produced reports, and summarized at the end of each year what were the highlights of the interface. By implication, his invested work and accumulated knowledge are now wasted, but he also said goodbye to the platform with one last video:

A streamer named MissHenley also reported that they received essentially no feedback from the Mixer after the announcement, which he said will be a very bad last memory for many of the place they owe their community and career to.

“Our memories will always be preserved, but it will certainly take time before we can look back on the years we have spent here and be able to smile at it without anger.”

A couple of Mixer employees also showed up during the last streams to express how proud they are of their community. Jen “Solice” Nichol, head of the department responsible for influencer relations, said he was looking with a broken but proud heart at the great community he had to say goodbye to.

Most employees are assigned to the Teams team; the video conferencing service is now on the rise anyway, with plenty of companies switching to telecommuting. Which content vendor finds a new home for itself is a match that hasn’t been played yet, but the platforms are likely to rush for the biggest names.

Anyone who visits the Mixer will still find the traditional interface, as no precise information has been received about when the platform will go dark for good – a couple of employees said that when the clock strikes midnight in all time zones, but this has already happened and is still live page. In any case, as soon as the final shutdown occurs, the Mixer link will point to Facebook Gaming so that the audience hungry for streams will continue to find itself busy.