Microsoft owned streaming platform Mixer is out of the streaming competition.
The news comes a mere few months after acquiring high-profile streamers like Ninja and Shroud.
Mixer has had a rough few years as it struggled in the shadow of Twitch, YouTube, and Facebook. The platform launched in 2016. However, it never really caught on like it’s main rivals.
As a result, Mixer will officially be closed on 22nd July. In its place, Mixer will be partnering up with Facebook Gaming. All current Mixer streamers are being given the chance to migrate. This includes any streamers who have monetized their accounts.
“We started pretty far behind, in terms of where Mixer’s monthly active viewers were compared to some of the big players out there. I think the Mixer community is really going to benefit from the broad audience that Facebook has through their properties, [and] the abilities to reach gamers in a very seamless way through the social platform Facebook has”.
What a Mix-up
However, Microsoft’s presence in the streaming world is far from gone. Phil Spencer is also touting Project xCloud as a great means for eyes on the Microsoft brand through Facebook Gaming;
“It wasn’t as much about return on-sell, [it] was about finding a partnership that was the best thing for the community and streamers. We think this is it. It gives us a great place to launch more xCloud content and give gamers the ability to play from there.
When we think about xCloud and the opportunity to unlock gameplay for two billion players, [we know] it’s going be critically important that our services find large audiences. Facebook clearly gives us that opportunity”.
Whether the merger will help Microsoft get a decent footing in the streaming market remains to be seen. In regards to streamers like Ninja and Shroud, they are free to rejoin Twitch or swap over to Facebook Gaming.
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