In a confusing set of press releases, Microsoft
announced that Microsoft is shutting down Mixer and moving the Mixer community over to FB Gaming
. After July 22, Mixer.com
will redirect to fb.gg
FB Gaming is the fastest growing
livestreaming platform right now (vs. Twitch and YouTube Gaming), but Mixer has not grown much at all, even after paying $30M
to sign Ninja as a Mixer streamer.
from The Verge has a bit more color on what’s happening here. Basically, the bigger opportunity for Microsoft is their game streaming service xCloud. So they would rather partner with FB Gaming to reach a larger audience and make money on xCloud rather than livestreaming
It’s an interesting strategy and a bit counter to what Microsoft has done with LinkedIn and Github, where they acquired a community in order to build and sell more products. Of course, each of those was an independent company, so we’ll see how this Big Tech partnership works.