A seismic shift has taken place in the video game world as the public face of game streaming, Tyler 'Ninja' Blevins, has left the world’s largest streaming platform, Twitch, to head to Mixer instead, the rival platform owned by Microsoft.
Share to twitterNEW YORK, NEW YORK - APRIL 23: Tyler"Ninja" Blevins attends the Time 100 Gala 2019 at Jazz at Lincoln Center on April 23, 2019 in New York City.
There is no inside info yet on what Microsoft is paying Ninja to make this switch, but given Ninja’s profile these days and what a huge move this is, it has to be millions. It seems like a win-win. From Microsoft’s point of view, they throw what is almost certainly a negligible amount of money to them at the biggest star in gaming right now to make a huge change like this, promoting Mixer.
Twitch, now owned by Amazon, is by far the largest streaming service on the internet, and responsible for a frankly astonishing percentage of all livestreaming internet traffic. But it’s also a hugely crowded field where if you want to break into streaming, you usually start there, and so a veteran like Ninja heading to less frenetic pastures might be just what he needs to get back to streaming regularly.
While I think this will do no ultimate harm to Ninja, I do wonder if it will actually be the boost to Mixer that Microsoft is hoping for. Of the main players in game streaming, Twitch, YouTube, Facebook and Mixer, owned by Amazon, Google, Facebook and Microsoft respectively, Mixer is definitely on the lower end of that spectrum in terms of its overall streamer and viewer population.
I will be curious to see if anyone can dig up details about the nature of this deal, similar to the legend that EA paid Ninja a million dollars to stream Apex Legends for a few days at launch. And it makes you wonder what Microsoft is paying him to stream on their service, every day, for the indefinitely future.
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