Mixer Plays the Long Game with Ninja Exclusivity Deal

  • Poaching is occurring every week in the live-streaming wars.
  • Mixer’s latest announcement gives insight into its possible long-term strategy.
  • Can exclusivity deals be leveraged into more valuable endorsements?

The live-stream wars are in full swing with no clear indicators of where exactly it’s headed. With bank transfers rumored to be in the millions and low-impact metrics, many are wondering where the payoff lies. Mixer’s latest announcement may have given more insight into its long-term strategy, though.

Name of the game

Microsoft and its streaming platform Mixer were first to fire in the so-called live-streaming wars. The August exclusivity deal was announced with gaming’s most iconic personality, Tyler “Ninja” Blevins, and Mixer set off a proverbial warfare.

Ninja draws first blood in live-streaming wars. | Source: Ninja/YouTube

Mixer continued on a streamer shopping spree enlisting Michael “Shroud” Grzesiek, Cory “King Gothalion” Michael, and Soleil “Ewok” Wheeler to its platform. This caused YouTube, Facebook, Twitch, and even Caffeine to lock horns and fight back with exclusive arrangements of their own. The model has formed an atmosphere in which platforms must fight for their content creators. There’s also no telling when the poaching will end.

Wheres the value?

The logic behind each deal seemed fairly cut-and-dry; on-board popular personalities and increase viewership metrics of the platform. To some extent, it’s worked. On the day of Ninja’s transition, Mixer became the No. 1 app in the iOS store and achieved the highest possible Google Trend score.

Although, an Oct. 14 report from Stream Elements outlined Twitch still reigned supreme with 75.6% of live-streaming hours watched. Meanwhile, viewership of the streamers themselves are suffering.

Take ex-professional CS:GO player and variety streamer Shroud, for example. The week prior to joining Mixer, Shroud boasted an impressive average viewer count of 27,245. In his…

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