Microsoft has announced that it is shutting down Mixer, its streaming competitor like Twitch. Xbox owners will transition to Facebook Gaming instead, partner streamers will have the option to be included with the move or return to Twitch. Starting on July 22, Mixer sites and apps will redirect users to Facebook Gaming. The decision comes just months after Microsoft spent millions of dollars to acquire some of the largest Twitch streamers. However, the audience remained low compared to other platforms.
Mixer, known as Beam.io before Microsoft bought it, has struggled to gain audience from its competitors since its launch. Large transmitter acquisitions, such as the deals with Ninja and Shroud, may have initially attracted viewers, but it lacks the massive appeal that Microsoft and Xbox specifically need for the launch of Xbox Series X and xCloud, the streaming service on demand for Xbox.
“Ultimately, the success of Partners and streamers on Mixer depends on our ability to scale service for them in the fastest and most comprehensive way possible,” explained Xbox Chief Phil Spencer in a post on Xbox Wire. “It became apparent that the time it took to grow our own live streaming community at scale was out of the question with the vision and experiences we want to offer players now, so we have decided to close down the Mixer operations side. and helping the community transition to a new platform. To better meet the needs of our community, we are partnering with Facebook to allow the Mixer community to transition to Facebook Gaming. “
Spencer explained in a statement to The Verge that the decision was not so much about how to recoup a return on investment, but rather what will work for future Xbox strategies. “When we think of 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 large audiences and Facebook clearly gives us that opportunity,” Spencer explained.
To achieve that, Xbox is looking for Facebook Gaming, another alternative to Twitch that has gained much more popularity with Facebook’s broad user base and is far more reach than Mixer. Spencer says xCloud will integrate with Facebook Gaming to allow you to start games from the streams you’re watching, a feature that Google Stadia announced before launch, but has not yet materialized.
Microsoft says it will not abandon Mixer technology entirely, as it will be used for Microsoft equipment.
Where are Ninja, Shroud and others going?
Sources familiar with the deal informed me that while Facebook tried to negotiate to keep its big partners, both Shroud and Ninja chose not to participate. They have received their full payments and until midnight yesterday they were free to enter into conversations with other platforms. Game on
– Richard Lewis (@RLewisReports) June 22, 2020
While Mixer-associated streamers are free to transition to Facebook Gaming, two of Mixer’s biggest acquisitions have chosen not to move there, opening the door for a return to Twitch. Ninja, who left Twitch for an exclusive and Mixer-rich deal, wrote in a statement on Twitter: “I love my community and what we build together on Mixer. I have some decisions to make and I will think of you as I make them.” . Another Mixer partner Gothalion has chosen to stick with Microsoft and move on to Facebook games.
I love my community and what we build together at Mixer. I have some decisions to make and I’ll be thinking about you as I make them.
– Ninja (@Ninja) June 22, 2020
Xbox xCloud doesn’t have a release date yet, but it’s expected to launch later this year alongside the Xbox Series X as Microsoft continues to push for more service-based products. The hardware that powers xCloud will also be updated in 2021 to support Xbox Series X titles and possibly streaming PC games.
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