Mixer

Method

Matthew Salsamendi and James Boehm launch Beam on 5 January 2016, Microsoft buys it on 11 August 2016 and renames it Mixer in May 2017 inside Xbox in Redmond. On 1 August 2019 Mixer signs Ninja away from Twitch on an exclusive deal reported at 20 to 30 million dollars, then Shroud in October 2019, and Ninja passes 1 million paying subscribers during a free promotion. The audience never follows: Microsoft announces on 22 June 2020 that Mixer will close on 22 July 2020 and hands its community to Facebook Gaming, releasing Ninja and Shroud from contracts valued at up to 30 million dollars each. The rung that breaks is distribution: paying stars without an audience to sell them to. Ninja returns to Twitch in September 2020.

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The path: money and goods moving

• acquired byMicrosoftMicrosoft announces the Beam purchase on August 11, 2016 for an undisclosed sum, runs it as Mixer from May 2017, announces the closure on June 22, 2020 and shuts the service on July 22, 2020, moving users to Facebook Gaming.2016
• licensed fromNinja (Tyler Blevins)Ninja streams exclusively on Mixer from August 1, 2019 in a reported multi million dollar deal until the platform closes in July 2020.2019 to 2020
• licensed fromShroudshroud follows Ninja to Mixer in October 2019 and returns to Twitch in August 2020.2019 to 2020
• paysNinja (Tyler Blevins)Ninja leaves Twitch for Mixer exclusivity on 1 August 2019 on a contract reported at 20 to 30 million dollars and is released when Mixer closes in July 2020.2019 to 2020