Microsoft is closing down Mixer. Beginning today, Microsoft will transition the hundreds of Mixer accounts left to Facebook Gaming, with the absolute switch occurring on July 22nd. It’s a radical move meant to support Microsoft’s Project xCloud system which is integral to the Xbox Series X and Xbox Game Pass strategies moving into the next generation.
Microsoft acquired Mixer in 2016, and integrated it into the Xbox ecosystem shortly afterwards. Despite a concerted marketing push, people just weren’t into Mixer. The big money exclusivity deals Microsoft cut with top tier streamers like Ninja and Shroud just last year ended up as nice paydays for those talents, but the audience did not come with them from competing sites. While the Twitch and Facebook Gaming streaming services saw audience numbers and hours viewed rise significantly during the COVID-19 crisis, Mixer has remained relatively flat.