Since the creation of Mixer, many content creators have debated what platform they should stream their content to; should they stream on Mixer, Twitch, or YouTube. Since then, new streaming platforms have come around to offer varying engagements. After the launch of Mixer, Facebook announced its own streaming service called Facebook Gaming. Although many content creators were hesitant to move to Facebook gaming, WoW player Tradechat was amongst the first. In a battle for control of content creators, each platform started to offer exclusivity contracts to various streamers. The most famous content creator to be signed during this grab was Ninja.
Microsoft has announced that they are shutting down Mixer and Partnering with Facebook Gaming. This brings into question what will happen to the content creators who had partnered with the Microsoft program. Will Ninja return to Twitch or will he move over to Facebook gaming? In an interview with Verge, Phill Spencer, Head of Xbox, stated,
“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.”
On July 22nd, Microsoft’s game casting service will cease to exist. Upon the shutdown of Mixer, all Mixer channels and apps will automatically redirect to Facebook Gaming. All existing Mixer Partners will obtain partner status with Facebook Gaming. Any Mixer streamers using the monetization program will be eligible for Facebook’s Level Up program. Any Mixer account holder who has any remaining Ember balances, channel subscriptions, or Pro subscriptions will receive Xbox gift card credit.
What’s Next?
Microsoft hopes that its partnership with Facebook will aid the launch and expansion of its XCloud program. With the closure of the streaming service, Phil Spencer believes that they will be able to apply fan-centric capabilities to new productivity experiences and create an immersive experience. The team now seeks to empower people and organizations to engage in virtual gatherings at work and school. This notion can be useful with the current pandemic shifting work to an at-home experience.
Sadly, Mixer employees were notified of the closure at the same time as the general media. All Mixer partners are free to rejoin Twitch or move over to Facebook Gaming. Will Microsoft create a streaming app for the Xbox One and Xbox Series X to enable its players to stream to Facebook Gaming within the coming months?
