On July 22nd, Microsoft closed its Mixer service and has planned to transfer all the existing partners to Facebook Gaming. This announcement came out as a huge surprise. In short, Microsoft will no longer operate the Mixer services. Facebook Gaming will acquire the Mixer Partners and Streamers. Basically, Microsoft partners with Facebook for xCloud.
The scale required to achieve by Mixer was quite a struggle for Microsoft. They had to compete with Youtube, Twitch, and even Facebook which led to this decision. During an interview with The Verge, Microsoft’s Gaming head, Phil Spencer told, “We started far behind, in terms of where Mixer’s monthly active viewers were compared to some of the big players out there. I think the Mixer community is really going to benefit from the broad audience that Facebook has through their properties, and the abilities to reach gamers in a very seamless way through the social platform Facebook has.”
Within the coming weeks the existing Mixer viewers will be transferred to Facebook Gaming. Also, all the sites and apps of Mixer will be passed on to the Facebook Gaming automatically on July 22nd. At the same time the existing streamers will be served with Facebook’s Level Up program eligibility. But those who will have remarkable channel subscriptions, Ember balances, or pro subscriptions.
Microsoft partners with Facebook for xCloud
Microsoft’s decision to partner with Facebook seems more strategic. This is because of its connection to its upcoming xCloud game streaming services. This strategic decision of Microsoft will allow the viewers to play games immediately by just clicking on the Facebook Gaming. As it will allow Microsoft to bring xCloud to Facebook Gaming. Microsoft’s vision for xCloud looks quite similar to Google’s vision for Stadia. Although, Ninja and Shroud were recruited by Microsoft on huge deals. But it didn’t make people use them more than their rival services.
How did Microsoft decide Mixer’s fate?
Microsoft had a choice as to whether to ditch Mixer, sell it off, or just invest more. But investing more money also wouldn’t guarantee its success. Phil Spencer explained, “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.”
Microsoft’s Mixer wasn’t in a place that was strong enough to achieve the goal set by Microsoft. It has revealed its goals to reach 2 billion gamers for xCloud. Spencer added, “When we think about xCloud and the opportunity to unlock gameplay for 2 billion players, we know it’s going be critically important that our services find large audiences and Facebook clearly gives us that opportunity.”
When is xCloud coming out?
Microsoft will launch xCloud in Facebook Gaming later this year. Spencer in the interview revealed, “I don’t think we’re going to have to wait too long to see the outcome of the collaboration between the two companies to enable this tech for Facebook Gaming viewers.”
While discussing more regarding xCloud, Spencer revealed,” The teams are physically actually close to each other, we’ve been to each other’s offices. You’ll see us continuing to grow this relationship… this will be the beginning of us seeing future opportunity together. I think we have a lot of alignment between the organizations on areas where the industry is going and how we can help each other. Applying these fan-centric capabilities to new productivity experiences will create immersive ways for Teams to empower people, teams, and organizations to better engage in virtual gatherings at work and school.”
