Mixer, Microsoft’s game streaming service, announced on its blog it is launching a new feature called “Direct Purchase,” which allows streamers to promote digital purchases directly from their own channels.
Microsoft created Mixer, formerly called Beam, to compete with other game streaming services like Twitch and YouTube Gaming. Mixer attempts to differentiate itself from other streaming sites by offering real-time viewer participation. The Official Xbox website boasts of Mixer’s super-fast streaming protocol, which means less delay between what the streamer and user see on their screens, and a bevy of other features that encourage viewer interaction.
“Direct Purchase,” Mixer’s latest feature, borrows its design from Twitch. The feature lets a streamer promote game purchases through his or her channel. In return, the streamer receives five percent of the revenue from each sale. Twitch has a similar feature, which offers payouts to its partners.
Mixer has additional options, similar to those found on Twitch, available for its streamers to monetize their content. Viewers can subscribe to their favorite content creators, who split the fee 50-50 with Microsoft. Additionally, Mixer streamers can use third party donation services to receive direct gifts from their fans.
With the rise in popularity of esports and game streaming, Microsoft is clearly trying to dethrone Twitch, the indisputably king of live streaming in the gaming community. It’ll certainly be a challenge: Twitch is the 34th most visited website in the world, according to the Alexa Top 500 Global Sites list. But, with Microsoft’s resources and the ever-growing audience for game streaming, Mixer may have a chance at usurping Twitch’s reign.
TechCrunch reports “Direct Purchase” is now available for select Mixer partners, and that the feature will reach more streamers in the coming months.