With no notice, Microsoft announced yesterday that it is shuttering its Mixer streaming platforming and transitioning its roster of partners and viewers to rival Facebook Gaming. The move will see the platform close down on July 22nd, at which point the website will redirect to Facebook Gaming
In a news wire sharing this decision, Microsoft explains that Mixer’s growth has fallen short of expectations, despite several high profile deals that saw the likes of Tyler’ Ninja’ Blevins and Michael’ Shroud’ Grzesiek join Mixer for deals reportedly in the millions of dollars.
Microsoft says, ‘It became clear that the time needed to grow our 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 we’ve decided to close the operations side of Mixer and help the community transition to a new platform.’
According to a report by The Verge, Microsoft weighed up several options, including pouring yet more money into Mixer, selling it to the highest bidder, or axing it entirely. As Microsoft’s head of gaming, Phil Spencer, explains, ‘It wasn’t as much about return on sell, it was about finding a partnership that was the best things for the community and streamers. We think this is it, and it gives us a great place to launch more xCloud content and give gamers the ability to play from there.’
Existing Mixer partners will be granted partner status over on Facebook Gaming, with Facebook honoring all existing agreements ‘as closely as possible.’ Alongside, streamers part of Mixer’s open monetization program will be eligible for Facebook Gaming’s Level Up Program.
According to industry insider Slasher, Facebook will offer Mixer partners a one-time $2,500 signing bonus to tempt them over to Facebook Gaming. To smooth the transition, Mixer will also grant streamers double-payment for June’s earnings.
sources: Facebook is offering a one time $2,500 signing bonus for Mixer partners who choose to move to the Facebook Gaming Creator Program and stay for 90 days (and fulfill obligations)
— Rod Breslau (@Slasher) June 22, 2020
As for the big-name streamers, Facebook is working overtime to secure their services. The end of Mixer means many of these prominent streamers are out of contract and have received the full amount of their Mixer deals with no obligation to port their operations to Facebook Gaming.
Sources: Facebook offered an insane offer at almost double for the original Mixer contracts of Ninja and Shroud but Loaded/Ninja/Shroud said no and forced Mixer to buy them out. Ninja made ~$30M from Mixer, and Shroud made ~$10M
Ninja and Shroud are now free agents
— Rod Breslau (@Slasher) June 22, 2020
As a consequence, Facebook has reportedly offered Ninja and Shroud deals with financial elements that are near-enough double that of their original agreements with Mixer – $30 million for Ninja, and $10 million for Shroud. Both streamers have reportedly refused the new deals and are exploring their options, presumably eyeing up a switch back to Twitch or a move to YouTube.