Microsoft has given up trying to compete with Amazon’s Twitch.
On Monday, Microsoft announced that it is shutting down Mixer, its livestreaming gaming service, effective next month. The company struck a deal with Facebook to migrate current livestreamers from Mixer to Facebook Gaming.
Mixer launched in January 2016 as Beam. Later that year Microsoft bought the interactive video-streaming service and renamed it Mixer in 2017. Last year, Mixer’s co-founders Matt Salsamendi and James Boehm left Microsoft.
Microsoft has battled to arrive at the scale required for Mixer to contend with Twitch, YouTube, and even Facebook Gaming which has prompted the present choice. Evidently, Microsoft’s endeavors to construct a major crowd for Mixer didn’t turn out as arranged.
Microsoft will work to transition the Mixer community over the next few weeks. Starting on the 22nd of July, all Mixer sites and apps will redirect users to Facebook Gaming.