In recent times almost 10 hours ago Microsoft decided to close its Mixer live streaming service and is partnering with the Facebook Gaming app instead. Also, Mixer made headlines last year as well and very prominent ones when it signed a reportedly multi-million dollar exclusivity deal with Ninja which is a big star on rival platform Twitch.
But another event despite the investment Microsoft says that the platform will close in one month’s time after the starting date. Ninja and another major gaming app will no longer be tied to exclusivity deals.
Ninja had been signed to Mixer for less than a year overall.
From 22 July, Mixer’s website and the app will redirect users to Facebook Gaming which will be of great business.
Being a part of this deal, the giant Microsoft will work to bring its xCloud games-streaming service to Facebook completely.
Piers Harding-Rolls from the consultancy Ampere Analysis said that this seems quite ruthless overall but Microsoft’s strategy to reach more gamers is underpinned by its cloud business only and not with the Mixer.
He also added that Facebook clearly has significant reach globally and the social platform is to expose users to Cloud now.
According to a statement passed y Mixer, it is Ultimately, the success of partners and streamers on Mixer is dependent on their ability to scale the platform for them as quickly and as broadly as possible.
They also quoted that it has now become very clear that the time that was required to grow their own live streaming community to scale was out of measure with the vision and experiences that Microsoft and Xbox want to deliver for gamers now, so they said that they have decided to close the operations side of Mixer and help the community transition to a new platform overall in order to secure the business and to bring in new gamers from the social app.