Since hitting the mainstream with acquisitions of some of the biggest streamers and influencers of the last half of the decade, the question of Mixer’s survivability was always up in the air.
Since it launched in January of 2016 under the name of beam. pro and the acquisition of the service from Microsoft in August of the same year and the integration into the Xbox division at Redmond, it’s grown but it hasn’t seen the type of audiences that typically makes a streamer explode and make it a career. Behind the scenes, there was a lot of frustration with the service that led many streamers and ex-partners move away from Mixer for more exposure with other platforms like Twitch or Youtube Gaming and Facebook Gaming. On June 23rd, Microsoft announced that the sun was setting on Mixer and that Microsoft was partnering with Facebook Gaming.
Microsoft is now partnering with Facebook to provide a bridge and direct partnership for all of Mixer’s streamers and partners. As far as the public knows, it’s only a direct avenue for partnerships right now. Microsoft expanded their explanation, going in detail, how they intend to help migrate the Mixer community, and offer a new home for streamers who choose to jump across to Facebook instead of other platforms.
I wasn’t surprised by the news as the writing was already on the wall when Mixer failed to grow during a period when literally everybody was staying indoors. Many of Mixer’s competitors like Twitch and Facebook Gaming saw great growth and many of its features were copied by its competitors, who then improved upon them to bring more benefits.
Hello, Project xCloud. Meet Facebook.
I’m part of the anti-Facebook club. I’m not a fan. They’re embroiled in almost daily controversies, ranging from privacy issues to being shady in general. These issues weren’t really well publicized in the gaming world, despite its huge userbase. Facebook has the users, which by far outstrips the kind of reach Mixer and Project xCloud would likely ever to achieve, even if Microsoft bakes them into Windows. It’s with that in mind, that we come to Microsoft when they announced their other announcement in which Project xCloud was coming to the platform.
As of right now, there’s no hard concrete evidence on what Microsoft is doing, but I think it would be similar to what Stadia is doing, such as moving straight from a stream on Youtube to playing said game on Stadia. Facebook’s massive size will help this vision if that’s Microsoft’s intentions, regardless of intention, Facebook’s size will help explode Project xCloud in the mainstream if its positioned in a good spot.
Goodbye, Mixer. We hardly knew ye.
I used to stream on Mixer and I built a small and tight community whenever I streamed which was not nearly enough but I liked the platform and saw the potential it could’ve had. The smaller audience made it difficult to make it into a full-time career, but at least Mixer tried to wet the desert with something new and something refreshing.
The partnership with Facebook will undoubtedly make Project xCloud explode into the scene, but as for the Mixer community and streamers, it remains to be seen if Facebook can really offer the kind of close knit community feel that Mixer provided. If you want to check me out on a streaming platform, I recently made a Twitch channel under the username of whogotwhiskey so if you’re interested, come on over and check it out. I plan to stream a little bit more, especially, once the next generation of hardware comes along. Goodbye Mixer, we hardly knew you.