Microsoft to Shut Down Mixer
Microsoft has announced that it will be shutting down its streaming platform, Mixer, on July 22nd. Mixer was once seen as a potential rival to Twitch, but it failed to gain traction in the industry.
Mixer’s Shutdown a Warning for Competitors
The closure of Mixer just four years after its acquisition by Microsoft serves as a warning sign for other platforms looking to compete with Twitch. Despite signing major celebrity streamers like Ninja and Shroud, Mixer was unable to compete with Twitch, YouTube, and Facebook Gaming.
Microsoft Shifts Focus to Facebook Gaming
Microsoft will be partnering with Facebook Gaming to accommodate Mixer’s partners after the shutdown. Microsoft stated that it wanted to grow its livestreaming community, but the time and effort required were not aligned with its vision. This move highlights Microsoft’s pivot away from content creation.
Mistakes Made by Mixer
Mixer’s failure to capitalize on its big-name streamers, Ninja and Shroud, and the lack of sustained growth revealed that marketing, infrastructure, and accessibility are essential for success in the streaming industry. Platforms like Twitch and Facebook Gaming succeed by offering a good user experience and making livestreaming accessible to a wide audience.
When Microsoft acquired Beam, the predecessor to Mixer, it did not make the necessary moves to contend with Twitch until 2019. By then, the gap was too large, and other platforms had already established themselves in the streaming space.
Microsoft’s New Strategy
Microsoft’s goal with Mixer was to strengthen Xbox’s presence in the streaming space and attract users to its services like xCloud. However, partnering with Facebook Gaming makes more sense for Microsoft, as Facebook has a much larger user base and is growing faster than Twitch. This partnership allows Microsoft to reach a wider audience while Facebook gains entry into the game streaming market.
Lessons Learned from Mixer’s Failure
Mixer’s failure serves as a lesson for other platforms aiming to compete with Twitch. Simply bringing in top talent and investing heavily in marketing is not enough for long-term success. It is crucial to have a diverse roster of streamers and a solid infrastructure in place to support the platform’s growth.