Why Mixer Failed ?
Mixer’s disappearance surprised many gamers, having completed a series of high-profile acquisitions and working with Microsoft, which is one of the most successful technology companies in the world…
Despite what appeared to be a positive direction, Mixer unceremoniously joined Facebook Gaming, and many streamers and viewers have wondered what prompted the decision. A new Business Insider report now suggests that various factors led to the demise of the streaming platform.
Mixer was created in 2016 under the name Beam by Matt Salsamendi and James Boehm, the company quickly found its position as a competitor to the incredibly successful Twitch. However, despite Microsoft’s support, the company struggled to distinguish itself from the already established and popular Twitch. As a result, Mixer appeared to be using his money to buy streamers and promote himself, and this was a key part of the service’s decline.
While all companies need to promote themselves and a potential audience, it appears that the process of acquiring streamers financially impacted the company without the desired performance. In the Mixer report, the deal that put Ninja into service is claimed to be valued at $ 20-30 million and this appears to be a reckless investment. The stream only racked up 3.2 million subscribers on Mixer, which is disappointing compared to the 15 million they have on an inactive Twitch account. With this mediocre return on a large investment, it is clear that this strategy was not working. Internally, the company was also facing major issues that started when Mixer’s founders left in 2019.
After Mixer’s founders left, it appears the company had morale problems and quickly descended into a toxic environment. Employees like Wes Wilson and Milan Lee expressed dissatisfaction with Microsoft’s human resources teams in terms of dealing with the problems they faced under the new administration. With that in mind, it is clear that the company was experiencing internal problems. The team behind the platform seemed to be divided, and with that kind of work environment, the company was unlikely to challenge industry giants like Twitch.
The report suggests that Mixer was spending money on the Ninja and Shroud signings, while struggling internally to keep his creative team. As a result, the company withdrew as it was not valuable if it was losing money and personnel at a significant rate. The streamers who used the platform will be disappointed by the disappearance of the platform, but judging by the statements of the employees and the expenses of the company, it seems that Microsoft was making the right business decision.
Source : Gamerant