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Goodbye Mixer: Microsoft To Partner With Facebook Gaming

Goodbye-Mixer-Microsoft-To-Partner-With-Facebook-Gaming

July 22nd is when Microsoft’s Mixer will officially shut down.

Starting now, all existing streamers and partners who share this platform will transition to Facebook Gaming. Unfortunately for Microsoft, Mixer lacked the competitive edge to compare against platforms such as Twitch, YouTube and even Facebook Gaming.

“We started pretty far behind, in terms of where Mixer’s monthly active viewers were compared to some of the big players out there,” says Phil Spencer, Microsoft’s head of gaming, in an interview with The Verge. “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.”

From July 22nd, all Mixer apps and sites will automatically redirect users to Facebook Gaming. Existing Mixer partners, and streamers who are making use of the monetization program, will be decently compensated for the move; in that partners will be granted partner status and monetized streamers will be eligible for Facebook’s Level Up program. Viewers who have outstanding patronage (great Ember balance, channel subscriptions and Pro subscriptions) will be credited will an Xbox gift card. It’s a decent gesture which, hopefully, will be appreciated – again, it seems that Microsoft is indeed keeping their fan-base at heart.

Microsoft’s willingness to partner with Facebook appears to be a strategic move; lining up with the soon to be accessible xCloud service. This is in effort to broaden the appeal of the streaming service and Microsoft will work closely with Facebook Gaming to allow viewers to click and play the games being streamed.

”Microsoft recruited exclusive streamers like Ninja and Shroud with big deals, but they haven’t been enough to get more people using the service over rivals. Ninja, Shroud, and other top streamers are now free to rejoin Twitch or stream on Facebook Gaming.”

Microsoft were facing the decision to either “ditch”, sell off or invest more, with investing appearing more like a dangerous gamble. It was decided that finding a partner would be in the best interest of the service and the existing Mixer community. It also will give Microsoft a great platform for the launch of xCloud.

Goodbye Mixer:  Microsoft To Partner With Facebook Gaming

Another key in the decision to partner up was the goal set to reach 2 billion gamers with the xCloud streaming service – a feat that Mixer, alone, would not have been able to achieve. With the success of Facebook Gaming, it makes sense that Microsoft would make this move.

However, would this collaboration be more fruitful than Microsoft’s partnership with Spotify? After giving up on Groove Music and getting cosy with Spotify, users would be right to feel uncomfortable, seeing as that move was seen as a bit superficial. This time, both offices will actually be able to physically work together – visit each other’s offices and be hands on with the brainstorming.

“You’ll see us continuing to grow this relationship… this will be the beginning of us seeing future opportunity together. I think we have a lot of alignment between the organizations on areas where the industry is going and how we can help each other.”

Microsoft will keep hold of the tech used for Mixer and will make use of it to improve interactivity and streaming.