Mixer Officially Shutting Down, Ninja, Shroud, and Others Released from Contracts


by in Entertainment | Jun, 22nd 2020

Microsoft’s streaming service Mixer has announced that it is shutting down and releasing several of its key talent, including Tyler “Ninja” Blevins and Michael “Shroud” Grzesiek, to pursue other contracts.

This is a huge win for Twitch and other competitors, who have surely been missing the viewership and fanbase of these two streamers, among others.

Mixer Will Work with Facebook Gaming to Transition Their Partners


A War Lost for Microsoft


With the streaming space becoming ever more crowded, a large part of the reason Mixer is shutting down is that Microsoft just did not see the return on investment they hoped for. This is despite a nearly $30 million contract for Ninja’s services – money that they are still on the hook for, among other contracts. Twitch is simply a juggernaut in the space and at this point might be impossible for competitors to really catch, especially as the service is still getting new features and has a massive head start on companies just now beginning the game, like Mixer.

Of course, this does not even mention YouTube Gaming and Facebook Gaming, both of which have been trying to secure deals and one-up Twitch on both the streaming and esports fronts. Unfortunately for the former, the deals for Overwatch League and Call of Duty League, while generating some interest, have failed to live up to the hype either generated on Twitch.

The End of the Big Streaming Deal Era?


Prior to shutting down, Mixer certainly inflated the value of streaming personalities and their exclusive contracts. But as this experiment has now clearly failed, time will tell what the long-term effect of this will be on the negotiating power of streamers. They now have one less place, and massive war chest, to bank against when they are renegotiating their contracts, and it’s quite possible we won’t see a $20-$30 million contract for an individual streamer ever again.

There could be a correction in the contract value of streamers as soon as their negotiations come due again, and it will surely be a detriment to now up-and-coming streamers who no longer have the threat of Mixer to bank against.

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