Mixer has been making a pretty massive push to attract more users to its platform lately, with the Microsoft-owned streaming service stealing some major names from its chief competitor, Twitch. Recently, Mixer managed to get Tyler "Ninja" Blevins, Twitch's most popular personality, to sign an exclusivity agreement for Mixer, meaning he can only stream on that platform. And while its a pretty big blow to Twitch, the company seems to be taking it in stride.
Shortly after Ninja's Mixer exclusivity announcement, Twitch updated his former channel with a cheeky Mario reference that simply reads, "The Ninja you're looking for is in another castle." It's a not-so-subtle nod to the end-world screens of the original Super Mario Bros., that at least proves that Twitch isn't too bitter about the streamer's exclusivity agreement.
Ninja has more than 14.7 million followers on Twitch, making him the most popular streamer by a wide margin. With such a huge following, it begs the question of how much Mixer is paying Ninja to stream there. While there still isn't an official answer, it must be quite a bit. Twitch won't go out of business for losing the streamer, but it definitely isn't great for the platform. Ninja is an absolutely huge personality to lose, and it will likely have a tangible effect on the site's traffic.
The question now is who will be the next to jump ship and go to Mixer. The company has already brought in outsiders like Tommy Wiseau, though rumors of other major personalities like Dr. Disrespect and TimTheTatman moving to Mixer have already begun to circulate. Only time will tell, but it seems likely that at least a few more will make the move in the future. It does spell trouble for Twitch, but the platform will likely be able to find new creators to elevate into popularity.
Mixer still has quite a bit of work to do before it can really compete with Twitch, but it does have an incredibly strong position right now. The platform is on the front page of just about every Xbox One, which will build brand recognition among users, especially with a name like Ninja being front and center. If anything, Mixer will wind up being a great brand for both Microsoft and Ninja.