Mixer shuts down and Microsoft seeks solace in Facebook Gaming

The streaming platform lowers the blind and surrenders to the power of YouTube and Twitch. Mixer partners with Facebook Gaming to unify its audience.

Mixer stopped hosting direct shows in mid-July 2020. The streaming platform that Microsoft bought closed after a colossal millionaire investment to attract the talent that was triumphing on Twitch and after several controversies that, far from catapulting them to fame, made them the public viewed it with disfavor. For many, it was a window that was bound to close.

Microsoft’s intention is for Mixer to merge with Facebook Gaming. Until July 22, all content was redirected to the application of the Mark Zuckerberg conglomerate, with which they tried to join forces to combat the queens of live viewing of video game content: Twitch and YouTube.

The idea is that both advertisers and content creators will migrate to Facebook, although the latter can choose to return to other alternatives to broadcast their live shows.

In this way, it continues to be in the sector, although with an almost invisible presence. Even so, it would be enough to be able to reinforce and put Xbox’s xCloud streaming service on the map, in which you can play certain video games just by pressing a button while you’re watching a live show.

Microsoft Gaming Executive Vice President Phil Spencer said so, explaining that Facebook was an “ opportunity ” that allowed them to connect the app they are about to launch with an audience of more than two billion gamers.

Streaming Platform Figures

The Twitch domain, which belongs to Amazon , was strengthened during the quarantine , after managing to increase the hours consumed per month by 24% and reaching the figure of 1,203 million, according to data collected by Streamlabs. In fact, it accounts for 67.6% of the market share in the sector, a number that demonstrates its enormous weight.

By contrast, Facebook Gaming reached 822 million , tripling the data from the previous year. These are figures that show that it is growing, but at the moment it only holds 11% of the global audience.

The hope is that joining Mixer—which only has a 1.4% audience share—will help it attract successful streamers and gradually establish itself. Zuckerberg’s platform increased the number of unique channels by 55% compared to last quarter and tripled it year-on-year. Undoubtedly, the union will be aimed at reinforcing the share of unique channels in the market: currently, Facebook Gaming only has 1.2% of exclusives for Mixer’s 31%.

Even so, everything seems to indicate that the player who became known worldwide thanks to Fortnite will opt for YouTube Gaming , since, although there has been no official announcement, he has been seen on several occasions testing the platform and the public He has welcomed him with open arms.

The reasons for the closure

The signings of Ninja, 30 million, and Shroud, 10 million, had a very pronounced echo in the industry. It was not for less: it was the first time that we saw huge amounts of money for working exclusively for a specific streaming service .

The huge investment did not achieve any return , which would explain the closure a year after they were hired.

According to StreamMetrics, Shroud even lost 85% of its audience when it changed platforms, a fact that weighed heavily after the investment. The fate of both is still unknown, but if it is confirmed that they officially rule out moving to Facebook Gaming, it seems clear that they will return to their old home.

Another of the elements that underlie the failure of Mixer is the impossibility of retaining the public and creating a brand image with a series of highlighted values, contrary to what happened with Twitch.

Perhaps this was impossible because of the apparent negative work climate within the company: the former creators of Beam—as it was called before—left the company just a few years after it was acquired by Microsoft.

In a sector in which a brand with a branding as prominent and close to the public as Twitch competes, it is impossible to rise up and differentiate yourself if you do not focus on emphasising the values ​​that make you different from the other.

Even so, now Facebook Gaming will have the opportunity to learn from the mistakes of its new affiliate. To do this, they have offered the exclusive channels to stay in it with a succulent contract to absorb the maximum possible audience, although it is likely that they will not be able to retain all of them.

Nor should we forget that esports competitions, with an ever-increasing audience and one of the main focuses of viewers on these platforms, are broadcast mainly on Twitch and YouTube. For example, it is impossible to watch the European League of Legends LEC on Mixer, while this platform exclusively had the Paladins or Smite tournaments , disciplines that have a much smaller audience than usual.

Mixer will seek solace in Facebook Gaming, which he hides behind so that his legacy is never forgotten.