“If Microsoft did Mixer today, it would be hot sh–,” — Twitch legend Shroud reflects on Xbox’s dead streaming platform, and he’s 100% right

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Remember Microsoft’s Mixer platform? I sure do.

I really enjoyed streaming on Mixer. I used to co-host a fun morning show with RobeyTech, who previously worked at Xbox and now creates content on YouTube. Microsoft originally bought Mixer (then known as Beam) in 2016 for an unknown price. They later invested a lot of money – reportedly tens of millions – to sign popular streamers like Ninja and Shroud to exclusive contracts, hoping to attract viewers from platforms like Twitch. Unfortunately, despite these efforts, Mixer wasn’t successful.

Mixer, a streaming platform, closed down in 2020, ending its contracts with popular streamers and encouraging them to move to Facebook Gaming – which has since also shut down. Mixer didn’t gain enough viewers, especially during the pandemic, and Microsoft decided it was unlikely to succeed.

By 2025, Kick, Twitch, and YouTube Gaming are expected to be the main streaming platforms, while many smaller services will be struggling to stay financially stable in a tough market.

But, what if things had been different?

Popular streamer Shroud recently talked about Mixer while playing ARC Raiders, and his comments really struck a chord with me, prompting me to share my thoughts.

I was watching Shroud stream, and he was thinking out loud about what could have happened if Microsoft had continued developing its early streaming service. He seemed to believe things might have turned out very differently if they hadn’t changed direction.

Microsoft’s Mixer launched at the wrong time. If they were to launch it today, it would be a huge success.

You know, when someone asked if Microsoft would have to keep just *paying* streamers to stay on their platform, it made me think about how they already own so many huge franchises like Call of Duty. Instead of just throwing money at people, they could’ve really focused on using those games to create awesome, exclusive content and partnerships. Like, they could’ve given game developers crazy incentives to build things *only* for Microsoft’s platform. I think it was a good idea, but it just seemed like they jumped the gun a little too soon.

It’s interesting to imagine what Microsoft could have done if it had acquired Activision Blizzard. They would have had a great way to connect all their products, games, and services together. For example, they could have included Xbox Cloud Gaming directly in Mixer, or integrated games like World of Warcraft and Call of Duty: Warzone. They even could have added a gaming-focused AI assistant (though that idea is a little scary!).

While it would have required significant investment, creativity, and risk-taking, Microsoft isn’t lacking in funds. The main problem, in my opinion, is CEO Satya Nadella, who seems to discourage innovation and doesn’t fully understand what consumers want.

Microsoft CEO complained about social video eating gaming, without providing a solution

I was frustrated to hear Microsoft CEO Satya Nadella express concern that platforms like TikTok and YouTube Shorts are taking away time people used to spend playing games. As the head of such a major company, this feels like a missed opportunity. Microsoft often seems to be *following* trends instead of *setting* them, and this admission perfectly illustrates that problem.

If Microsoft had continued to invest in and improve Mixer, it could have been a strong competitor to platforms like TikTok. Currently, Microsoft’s lack of a dedicated video or social media presence is significantly hindering its attempts to appeal to everyday consumers. The disappointing launch of Copilot’s social features highlights a broader pattern of hesitancy towards creating innovative products for general users.

Many people are annoyed by Microsoft’s push to include Copilot in all its products. However, these integrations, even if just for fun, are some of the most interesting applications of AI we’ve seen. It’s easy to imagine how, if Microsoft hadn’t shut down Mixer, AI-powered features could have enhanced the gaming experience – maybe even appearing directly within games like Minecraft.

Imagine being able to create AI-powered creatures in Minecraft simply by typing a description. For example, you could use points to summon a huge, purple creeper into a friend’s game and instruct it to chase them until it explodes. That was just a quick idea I had early in the morning!

Plus, Microsoft already owns incredibly popular games like World of Warcraft, Call of Duty, Fallout 76, and even Candy Crush. They could have easily connected these games to Mixer, building a thriving platform where people would naturally want to be, rather than needing to pay streamers to attract an audience, as Shroud pointed out.

After that, developing a video ads platform and a short-form video ecosystem could potentially give you the foundation for the social network Satya Nadella has been hoping for.

I know I’m making this seem simpler than it is, and it’s easy to criticize from the outside. However, Microsoft is an incredibly successful and fortunate company throughout history. Satya Nadella’s lack of confidence in Xbox and gaming, compared to social media, strongly echoes the reasons why Windows Phone failed.

It would have required significant effort, creativity, and clever thinking to accomplish all of this – qualities Microsoft CEO Satya Nadella doesn’t seem to value if he can simply acquire finished products instead. It’s a shame Microsoft focuses so much on immediate results, because imagine what they could have achieved with a longer-term vision.

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2025-11-28 11:40