Microsoft is shutting down its Twitch competitor and partnering with Facebook going forward — even after spending millions on deals with top streamers like Ninja and Shroud (MSFT, FB)

Tyler YouTube/Tyler Blevins

  • Microsoft is shutting down its Twitch competitor, Mixer, and partnering with Facebook going forward.
  • “Starting on July 22, all Mixer sites and apps will redirect users to Facebook Gaming,” the company said in a blog post on June 22. 
  • Facebook Gaming is a new app and portal on Facebook that primarily features game streams, similar to Amazon-owned Twitch.
  • Mixer has struggled to compete against Twitch, despite a string of high-profile exclusivity deals with major streamers like Tyler “Ninja” Blevins and Mike “Shroud” Grzesiek said to be worth millions of dollars each.
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Microsoft is sunsetting its video game streaming service, Mixer, and transitioning to a partnership with Facebook.

As of July 22, Mixer “sites and apps will redirect users to Facebook Gaming,” the company said in a blog post on June 22. 

The move, Microsoft said, is a direct reaction to the company’s lack of success with growing Mixer’s audience.

“Ultimately, the success of Partners and streamers on Mixer is dependent on our ability to scale the service for them as quickly and broadly as possible,” Xbox lead Phil Spencer said on the Xbox blog. “It became clear that the time needed to grow our own livestreaming community to scale was out of measure with the vision and experiences we want to deliver to gamers now, so we’ve decided to close the operations side of Mixer and help the community transition to a new platform.”

Developing…

https://markets.businessinsider.com/news/stocks/microsoft-closes-mixer-partners-with-facebook-2020-6-1029330988

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