Microsoft is planning to shut down its platform Mixer after it didn’t perform well according to the tech giant’s expectations.
The company has announced that it would partner with Facebook gaming and stream live gaming events with the Social Media giant.
The two tech giants are now entering into the gaming world and could challenge industry leader, Amazon Twitch.
“The success of Partners and streamers on Mixer is dependent on our ability to scale the platform for them as quickly and broadly as possible,” Mixer said in a blog post-Monday. “It became clear that the time needed to grow our live streaming community to scale out of measure with the vision and experiences that Microsoft and Xbox want to deliver for gamers now, so we’ve decided to close the operations side of Mixer and help the community transition to a new platform.”
The companies declined to talk about how much the deal is worth.
Facebook spokesperson Drew Symonds made it clear that a partnership is” not a merger or an acquisition.” The spokesperson added that Facebook Gaming would have the rights of the Mixer trademarks and associated domain names, but Mircosoft will retain the intellectual property rights to the Mixer technology.
Matt Salsamendi:
Mixer co-founder Matt Salsamendi who left the company last year told the CNN Bussiness previous week that he doesn’t see any money from the deal.
The Mixer was once called Beam, and It had been recently in the news as Microsoft acquired it in 2016. But the platform gained the attention when the Fortner star Ninja made the jump from Twitch to exclusively to the streaming site in Mixer.
Microsoft is also fighting a battle with Amazon thanks to its broad range of the services that it is offering the gaming exosystem.
This includes Xbox consoles, Game developers, and cloud streaming Stillm Twitch, and other rival platforms such as Google’s. Youtube is also working on significant competition.
Since the beginning of this year, the Mixer was just downloaded around 3.4 million times the first time across the App Store and Google play store globally.
It was also noted that it was 23{7d6bb1f761e691f027164c9fe6d1ebbc4659a250013ce39dc45a15ede39dbac5} less than according to the Sensor Tower.
Microsoft executives say it’s an effort to bring the best experiences and opportunity to the Facebook Gaming of more than 7000 million monthly users.
Starting from July 22, all the Mixer sites and apps users will be redirected to the Facebook Gaming.
The company said that the Mixer Partner would be able to monetize their content and enjoy its perks priority support on the platform.
They would also be granted a partner status from the Facebook gaming, and the new platform will” honor and match all existing partner agreements as carefully as possible.
