In 2019, the competition for streaming platforms is a bit hot, and it’s not uncommon for platforms to dig a wall between them. Microsoft Mixer, for example, paid $20 million to $30 million to poach Ninja from Amazon’s Twitch platform. Despite the difficulty of talking about exclusive deals in emerging industries, CNN offers some insight in its latest report.
(Instagram via OnMSFT)
Justin Warden, chief executive of Ader, a marketing and talent management agency that works with Ninja, said Mixer paid Ninja $20 million to $30 million for the multi-year deal.
The agency declined to say when asked about the details of the terms. In addition to Mixer, CNN has talked about other major initiatives by Twitch, YouTube and Facebook.
While $30 million isn’t a small sum, it’s a pretty good deal for a wealthy Microsoft that can use it to attract the attention of gamers and industry watchers.
Of course, Microsoft’s Mixer platform is not without its drawbacks, such as the temporary lack of a clear product roadmap and the absence of the PS4, Nintendo Switch and other popular platforms (Google Android TV/Apple tvOS).