Mixer: Microsoft abandons gaming app in Facebook deal

The famous Ninja streamer is visible on this promotional page on the Mixer website

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Mixer has signed exclusive agreements with some popular streamers, including Ninja

Microsoft has decided to close the Mixer livestream service and instead collaborates with Facebook Gaming.

Mixer made headlines last year when it signed a multimillion-dollar exclusivity deal with Ninja, a big star on rival Twitch platform.

But despite the investment, Microsoft says the platform will close in a month.

Ninja and other great players will no longer be tied to exclusive offers.

Ninja had been signed up for Mixer for less than a year.

From 22 July, the Mixer website and app will redirect users to Facebook Gaming.

As part of the deal, Microsoft will work to bring its xCloud game streaming service to Facebook.

“This sounds ruthless enough, but Microsoft’s strategy for reaching more players is backed by its cloud business, not Mixer,” said Piers Harding-Rolls of consultancy Ampere Analysis.

“Clearly Facebook has a significant global reach to expose users to xCloud.”

All game streams in the Mixer partner program will be granted partner status on Facebook Gaming if they wish to switch to the platform.

“Ultimately, the success of partners and streamers on Mixer depends on our ability to scale the platform for them as quickly and widely as possible,” said Mixer in a statement.

“It became clear that the time needed to expand our livestreaming community on a scale was out of measure with the vision and experiences that Microsoft and Xbox want to offer players now, so we decided to close the operational side of Mixer and help the transition. of the community towards a new platform “.

In a separate blog post, Xbox boss Phil Spencer said the transition deal is part of a larger agreement between Xbox and Facebook, with Xbox aiming to introduce game features that will work on Facebook and Instagram in the future. .

Those streamer partners who choose to switch to Facebook Gaming can begin the process by filling out a form, Mixer said that Facebook “will honor and match all existing partner agreements as close as possible”.

Facebook said it was “proud to invite all members of the Mixer community to Facebook Gaming.”

The company promised the streamers: “We will do everything we can to make the transition as easy as possible for those who decide to make the switch.”

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