Microsoft announced in their Monday report that Mixer will be discontinued on July 22. After that date, the Mixer site and app will be redirected to Facebook Gaming.
Microsoft discontinues its gaming streaming service, Mixer. The tech giant hoped Mixer to be a rival to Amazon’s Twitch and Google’s YouTube, but couldn’t get the traction it needed.
Failure to start
Microsoft poured several million dollars into the mixer to become a stronger competitor. The strategy is to create as many exclusive deals as possible with streamers. This way, you can steal large streamers from Microsoft Twitch.
The most notable content creators to join the team are Tyler “Ninja” Blevins, Cory “King Gothalian” Michael and Michael “Shroud” Grzesiek. As if that weren’t enough, despite the significant growth of live stream gaming, the platform still struggled to sign big names.
In an interview with Microsoft Gaming’s executive and head of Xbox Phill Spencer, The Verge said, “Mixer’s monthly active audience is far behind, compared to some of the biggest players out there.” Since the number of visitors was low, Ninja lost more than 10 million followers during the switch. Neither streamers nor Microsoft administrators have benefited from this effort.
Microsoft discontinues its gaming streaming
Microsoft announced in their Monday report that Mixer will be discontinued on July 22. After that date, the Mixer site and app will be redirected to Facebook Gaming, which was first launched last April and has grown significantly during the epidemic. The platform is different from Mixer, which does not engage in exclusive deals.
Facebook’s biggest streamer, Jeremy “Disguised Toast” Wang, also streams on Twitch. This means fans can re-watch Mixer’s best streamers on Facebook and Twitch. And their visitor count can be increased.
Also, the new partnership will help Microsoft deliver a cloud-based streaming service.
Acceptance of failure
Microsoft has taken this failure seriously. In the past, the company has shown that it knows when to exit a weak business venture.
In 2007, Microsoft launched a video streaming platform MSN Soapbox in an attempt to compete with YouTube. Two years later they decided to cut their losses and close the site. This week Microsoft again showed the same business enthusiast.