In June, Microsoft abruptly announced the closure of Mixer, a live streaming platform that had invested heavily in big-name streamers like Ninja, Shroud, and King Gothalion. Today, the fateful day has come, and Mixer is officially and forever no more.

Mixer convinced Twitch's biggest streamers Ninja and Shroud to move to its platform less than a year ago; in April, it provided a small amount of funding to help streaming partners during the pandemic; in May, Ninja hosted a series of Fortnite World Champion streamers, including Kyle "Bugha" Giersdorf, YouTuber Nicholas "Nick Eh 30" Amyoony, and Soleil "Ewok" Wheeler of Faze Clan, as well as other well-known streamers. announced a new series of weekly Fortnite tournaments. But less than a month later, it was all over.

"Thank you to our amazing community and partners," the mixer's website reads. "As of July 22, the Mixer service has ended, and the Facebook Gaming community has decided to make Facebook Gaming the new home for all Mixer viewers and streamers. We invite you to check out fb.gg where you can start or continue watching the streaming."

The page also includes a link to Facebook Gaming, which now has a large blue banner welcoming the Mixer community to the digital hall. However, it remains to be seen how much of the Mixer community will actually make the move: King Gotharion seems to be embracing Facebook, while Ninja seems to be leaning toward YouTube.

Perhaps one conclusion that can be drawn from the demise of the Mixer is that, unlike gaming, streaming is a winner-takes-all space, and the platform that does it best and longest will not be dethroned.