Microsoft's Mixer will soon be nothing more than a memory. 👀
Starting July 22, Microsoft will close its Mixer streaming platform, and viewers and content creators are being urged to migrate to Facebook Gaming, which was launched in April.
In a highly competitive space led by sites like Amazon's Twitch and YouTube, Mixer failed to achieve enough momentum and audience share, leading to the shutdown.
Phil Spencer, Microsoft's executive vice president and head of gaming, wrote in a blog post on Monday, "the time needed to grow our own live streaming community to scale was out of measure with the vision and experiences we want to deliver to gamers now."
Originally called Beam, the platform was acquired by Microsoft in 2016 and rebranded a little under a year later.
One of the biggest efforts to bring more attention to the rising platform came when Mixer yanked superstar gamer Tyler Blevins, aka Ninja, away from Twitch and made him an exclusive Mixer streamer in a deal reportedly worth $20-30 million.
Microsoft also signed Michael Grzesiek, professionally known as Shroud, to a similar deal. Now, both of these talents are free to play wherever they'd like, and they're leaving with about $30 million and $10 million in their respective pockets, according to Twitter user @Slasher.
While this news came as a shock to the gaming community, it appears that Mixer's own content creators received no prior warning and were blindsided by the announcement.
One esports executive highlighted the emotional reactions from several of the smaller, Mixer-only streamers in a tweet.
Microsoft's decision to partner with Facebook is a strategic move, as the two parties are working together on the release of an upcoming Project xCloud streaming service that will enable viewers to launch games they're watching on stream with a few clicks.
When the calendar hits July 22 in less than a month, all Mixer sites and apps will automatically redirect visitors to Facebook Gaming.