Facebook is gross, but it could be critical to the future of Xbox
Source: Windows Central
Facebook is a sickening, disgusting company for various reasons. CEO Mark Zuckerberg’s robotic and calm sociopathy should give anybody the creeps. Still, a simple glance over its company’s history reveals a much darker side to the platform that has enabled some of humanity’s most horrific traits to coalesce and organize, eroding privacy and disrupting democracy at best, and inciting genocide at worst.
Yesterday, Microsoft announced it was closing down its Mixer streaming service, partnering with Facebook instead. Why would Microsoft, desperate to maintain a squeaky-clean image, want to partner with such a controversial firm, led by a CEO who is a modern-day supervillain?
Facebook’s social power is utterly undeniable, even for a company as large and powerful as Microsoft itself. Xbox ultimately has a social problem that could seriously hurt it in the coming years, which may see massive disruption in the gaming industry, unlike anything we’ve seen since smartphones. It may also amount to nothing but speculation and hype, but not having a plan in place for the potential disruption would be irresponsible.
Why xCloud is critical
Source: Windows Central
You could argue the question, “why does it need to grow?” Well, the ultimate answer is, if Microsoft doesn’t pivot and fill in future niches, other companies will, and you may not like the companies that do. They could end up more lucrative, and Xbox and even PlayStation could get left behind by developers entirely if the userbase shifts into a social-connected gaming cloud, which improves access for a new generation.
Source: Dan Thorp-Lancaster/Windows Central
The point is, competing for products like Google Stadia, and whatever Amazon and TenCent are working on in this space will gain way more instantaneous exposure due to their social platforms. Critically, integration features that Microsoft would otherwise not have access to.
The Facebook angle
Source: Windows Central
As the pandemic bit down earlier this year, many streaming platforms saw triple-digit growth, while Mixer remained flat. That was indicative that the platform was most likely unviable without massive cash injections that could’ve been spent elsewhere, namely on internal game studio growth, which has been an area of weakness Xbox’s platform this gen. Selling the Mixer operation to Facebook not only helps retrieve some of that expenditure for spending on Xbox Game Studios, but it comes with an essential strategic collaboration that could prove crucial in the future.
Source: Google
Google could push Stadia out to billions of users at a mere click, giving instant access to games directly from watching a YouTube video or performing a Google search
When (or rather, if) Stadia becomes ready, Google could push Stadia out to billions of users at a mere click, giving instant access to games directly from watching a YouTube video or performing a Google search. The same is true for Amazon with Twitch, and TenCent, which owns massive social media platforms in Asia, including WeChat. Tencent is potentially the most significant threat here, as it picks up stakes in virtually every media industry on Earth, putting cash into operations like Epic Games and others. Game developers and publishers will go wherever the users and money are. With Tencent tangled up in the Chinese government, it sets a chilling potential precedent for censorship and dictatorial propaganda seeping into our entertainment platforms.
Microsoft simply doesn’t have the kind of social clout it needs to quickly and easily push out these services. It has buried Skype as a gaming communication tool, and Xbox Live has only tens of millions of users, rather than the billions Facebook can offer. It enables scenarios described previously by Google Stadia, where users watching a game on YouTube or searching for it can instantly jump into live play, without a console or a gaming PC, thanks to game streaming. Without Facebook, Microsoft would’ve been at a massive disadvantage here.
Source: Windows Central
Even now, when you reach Google using Microsoft Edge or Firefox, the firm asks you to try Chrome instead. It could certainly do the same when viewing Project xCloud streams through Google services, too, potentially. The same is true for Amazon and Twitch, would they continue to play nice with Microsoft, if they eventually had a competing product? And on the flip side, would Amazon and Google necessarily want to put their services onto Facebook, where they directly compete with social video in gaming? It’s a smart strategic play that ultimately became more valuable than trying to grow Mixer itself. The tragedy is, as usual, the human cost.
Mixer’s death sucks, but it was sadly necessary
Source: Windows Central
It wasn’t fair to keep stringing Mixer streamers along for years like Microsoft did with Windows Phone developers
Microsoft spent hundreds of millions on the platform. I would argue that mishandling of the budget, and allocating money for Ninja rather than home-grown talent or, indeed, a bigger dev team to address the pace of innovation, was probably a mistake. Indeed, Twitch was able to pivot rapidly and adopt all of Mixer’s unique features in the blink of an eye. Microsoft would’ve been smarter to spend more growing Mixer as a product, rather than a brand, before shoving it into the limelight with celebrity-purchases.
It’s just a shame it came to this, instead of Mixer itself growing into a competitive place. I’d argue it wasn’t fair to keep stringing Mixer streamers along for years like Microsoft did with Windows Phone developers in the past, who were kept in the dark about the future of the platform for years. At the same time, Microsoft slowly wound it down, announcing its death via a random tweet reply. I also lament for the staff at Mixer who worked incredibly hard, while being incredibly underfunded, trying to compete with titans like Twitch and YouTube.
Source: Matt Brown / Windows Central
Putting Mixer on an underfunded, slow-death cycle like Windows Phone would’ve been a far more drawn out and painful process, in the long run. For Xbox fans, this gives Microsoft a chance to reinvest back into its strengths — actual gaming — while building up a relationship with the world’s largest social provider to expand Xbox’s userbase, bringing more games to users, and more cash for developers to innovate, and advance the art of the medium.