Come 22nd July and Microsoft would put an end to its Mixer service. In a strategic move, the company also plans to move existing partners over to Facebook Gaming. Essentially, this would mean that Mixer partners and streamers will be transitioned to Facebook Gaming and Microsoft will no longer operate Mixer as a service in a month’s time.
Why is Microsoft Killing its Mixer Service
Well! The reason is pretty straightforward, the company has struggled to reach the scale needed for Mixer to compete with Twitch, YouTube, and even Facebook Gaming which has led to today’s decision.
Partnership with Facebook means that existing Mixer viewers and streamers would be transitioned over to Facebook Gaming in the coming weeks. On July 22nd, all Mixer sites and apps will automatically redirect to Facebook Gaming. Existing Mixer Partners will be granted partner status with Facebook Gaming, and any streamers using the Mixer monetization program will be granted eligibility for Facebook’s Level Up program.
As a Mixer viewer with outstanding Ember balances, channel subscriptions, or Mixer Pro subscriptions you will receive Xbox gift card credit.
Microsoft has eyes on xCloud game streaming service
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The reason to partner with Facebook is clearly a strategic one that’s also related to broadening the appeal of its upcoming xCloud game streaming service and its overall gaming efforts.
Microsoft will look to closely align with Facebook to bring xCloud to Facebook Gaming, allowing viewers to click and immediately play games that people are streaming. It’s a vision that’s very similar to Google’s ambitions with Stadia, but Mixer has lacked the scale and viewership to truly deliver this more broadly.
It’s unclear when we’ll see xCloud show up in Facebook Gaming, but it’s a key part of this new partnership. Microsoft is getting ready to launch xCloud streaming generally later this year, as part of the company’s Xbox Game Pass offering.