Almost a year ago Tyler “Ninja” Blevins inspired confusion here in the office when he announced he would be streaming exclusively through Mixer, Microsoft’s live streaming platform.
Now, Mixer has announced that it will be shuttering the platform come 22nd July. The reason for shutting down is simple – Mixer hasn’t been able to scale to a point where it can compete with other streaming platforms.
“It became clear that the time needed to grow our own livestreaming 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,” wrote the Mixer team in an update.
That new platform is not Twitch, it’s Facebook Gaming.
So from 22nd July onward Mixer.com will redirect to fb.gg but there is a bit more to this than simply converting users to a new platform.
Mixer Partners will be granted partner status with Facebook Gmaing and it will “honor and match all existing Partner agreements as closely as possible”.
For Mixer streamers who are participating in the open monetisation programme Facebook will allow them to take part in the Facebook Gaming Level Up programme so that their streams can continue to be monetised.
What Mixer didn’t make clear was whether those who signed exclusivity deals with the platform would be forced to join Facebook Gaming.
While Blevins was a notable Mixer exclusivity deal, Cory “King Gothalion” Michael and Michael “Shroud” Grzesiek were also streaming exclusively on Mixer.
According to a report by The Verge, Facebook Gaming won’t insist that Blevins, Michael or Grzesiek remain on the platform.
This shuttering of Mixer should act as a cautionary tale for streamers. Don’t put all your eggs in one basket.
That having been said we don’t foresee the likes of Blevins struggling to regain his following on Twitch should he return.