Ninja announced his move to stream exclusively on Microsoft Mixer, leaving behind the site that helped create his nearly 15-million strong empire of Twitch followers. At first glance it seems strange that Microsoft would spend a rumoured $US50 million on a single streamer. But with two-thirds of the population playing video games in Australia and global gaming revenue reaching into the billions, the move might be the most influential acquisition Microsoft has made this generation.

Since Twitch has risen in popularity, other sites have developed products to take their slice of the streaming pie. While YouTube has always been a natural home for game reviews and playthroughs, Google launched YouTube Gaming in 2015 as a direct competitor after failing to acquire Twitch themselves.

YouTube has since closed it down as a standalone gaming hub but given the site’s wide appeal, and with 701.6 million hours of live streaming being viewed in the second quarter of 2019 according to StreamLabs, YouTube is Twitch’s closest competitor. It stills falls shy of Twitch’s 2.7 billion hours during the same quarter.

Mixer was launched by Microsoft over two years ago and while it’s had some success, it pales when compared to the soaring heights of Twitch and YouTube. While Twitch is said to own about 72 percent of the streaming market, Mixer is estimated to be around three percent. Ninja’s move to the site will boost it a bit, but one lone streamer is probably not enough.

But while Twitch maintains its hegemony over the streaming world, Fortnite’s popularity, and subsequently Ninja’s, had begun to wane. Before announcing his departure from the platform, Ninja had already lost the title of the most-streamed Twitcher. Tfue, with nearly seven million followers, had superseded Ninja’s average viewer count with nearly 49,500 while Ninja was averaging around 43,500, according to Twitch Metrics.

An obvious pairing

Long before the Drake and Travis Scott cameos on Fortnite launched Ninja into superstardom, Blevins played Halo and Halo: Reach professionally until around 2017. In his announcement video, Ninja referred to wanting to get “back to his roots.”

It seems only fair Ninja and Microsoft would team up due to his history but it doesn’t answer why a mega-corporation allegedly forked out a sum as huge as $US50 million on one streamer.

“[Ninja] is really that top fraction of a per cent that can land these types of deals,” Cam Rogers, a digital entertainment lawyer, said to Kotaku Australia.

“I …read more

Source:: Daily Times

      

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Why Ninja’s Move To Microsoft Mixer Spells A New Era

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