Microsoft is making a big move in the gaming space and is shutting down Mixer. The streaming platform that Microsoft hoped would take on Twitch will be ending operating in late July.
This is a big step for Microsoft, the company tried to revamp the strategy last year by signing big names like Ninja and Shroud but the strategy did not work out. The company is closing the service July 22nd and will let Shroud and Ninja return to Twitch.
The company is also partnering with Facebook Gaming to help those who have built a following on Mixer move to a new platform. Microsoft’s goal is to reach the largest possible audience with its platform and it looks like Mixer was holding back Xbox and likely xCloud.
How so? Well, it gets a bit awkward if you try to push xCloud to every streaming platform while also trying to make your own service, like Mixer, a success. With Mixer out of the way, Xbox can finally include deep integration into all streaming platforms without the awkward whispers behind the scenes about Mixer being not the priority.
Seeing as Microsoft’s fiscal year comes to an end on June 30th, it’s clear that this shutdown is related to the new fiscal year starting July 1st.