Microsoft announced closure of its Mixer interactive livestreaming service on July 22nd. It is also planning to move existing partners over to Facebook Gaming.
A known fact is Mixer growth failed to meet the company's expectations. On July 22nd, all Mixer sites and apps will automatically redirect to Facebook Gaming. Just from now, Microsoft will no longer operate Mixer as a service in a month’s time. “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,” Phil Spencer, Microsoft’s head of gaming, said in a interview to media. It was specified that Mixer viewers with outstanding Ember balances, channel subscriptions, or Mixer Pro subscriptions will receive Xbox gift card credit.
Microsoft will work closely with Facebook to bring xCloud to Facebook Gaming, allowing viewers to click and immediately play games that people are streaming. Microsoft is getting ready to launch xCloud streaming generally later this year, as part of the company’s Xbox Game Pass offering. Mixer, once called Beam, was acquired by Microsoft in 2016. It had a 23% decrease in downloads compared to the same period of the previous year. Strategically, it seems to be a big potential in combining the Mixer community with Facebook's ability to grow platforms. The users will benefit.