Mixer reportedly experienced 'crazy awesome' growth following Windows 10 and Xbox One integration

Microsoft’s interactive game streaming platform, Mixer, has reportedly experienced “crazy awesome” growth. The service started off as Beam when Microsoft acquired it back in 2016, but it later got rebranded into Mixer due to legal issues in some countries. Shortly after the acquisition, Microsoft actually started working on integrating the service into Windows 10 and Xbox One via the new Game Broadcasting feature. That apparently led to the ‘crazy awesome’ growth, according to the co-founder of the service, Matt Salsamendi.

“From the very beginning, it hasn’t really been much about the numbers. More so about the communities that we’re building. What we’ve been doing with the Xbox integration, with the Windows 10 integration, we’ve seen crazy awesome growth,” said Salsamendi.

Salsamendi said in an interview with GeekWire that his team will continue to focus on the community and improving its main USP: the interactive platform. Mixer will continue to work on improving its platform to be able to operate at a much larger scale, and according to Salsamendi, the company’s “almost completely proprietary” stack has already done an amazing job during E3 by letting 200 thousand viewers watch Microsoft’s Xbox keynote concurrently.

“That whole stack is almost completely in-house, almost completely proprietary, which is something that we’re really proud of building. We’re the first company, as far as I’m aware, to do low-latency, large-scale streaming. If you look at what we did with E3, we had 200,000 concurrent people watching E3 in 4K — not 200,000 in 4K, but we were offering it in 4K — and that pipeline held up really well. Of all things, the chat was actually one thing that actually had a little bit of trouble with that scale,” Salsamendi said in the interview.

Mixer’s growth still remains unclear. “Crazy awesome” doesn’t necessarily give us a clear idea of the company’s actual user base and usage data, but the Windows 10 and Xbox One integration likely resulted in a huge boost for its platform. But with platforms like Twitch backed by Amazon and YouTube Gaming backed by Google, Mixer has a lot to compete with.