Facebook Gaming May Be Nearing the End

Anthony DiMoro

Facebook Gaming(Image: CNN.com)

Another year comes and another potential competitor to Amazon's live-streaming platform Twitch may be nearing it's end.

Facebook has officially announced that they will be shutting down their game streaming app following their struggles to be viable in the competitive market.

The streaming app for Facebook Gaming will no longer be available on iOS and Android on October 28th, and all gaming features will continue to be accessible via the main Facebook app.

Now, the announcement, on it's surface, isn't exactly a sign that the end times are immediately upon Facebook Gaming, but it certainly demonstrates an end to their focus on being competitive in live-streaming.

Facebook Gaming made headlines back in 2020 when they acquired the Microsoft streaming platform Mixer following their announcement of closing.

Mixer had invested a lot into challenging Twitch, even signing some of their big name streamers such as Ninja, but ultimately failed to break out of the platform's own ceiling.

Mixer had a myriad of issues; from a community almost entirely made up of gaming streamers, which capped audience diversification and platform growth, to a platform rooted in poor practices from their streamers, with many that generated hollow views for one another to hit milestones.

Ultimately, alongside other issues, Mixer wasn't as profitable as they had hoped despite the big deals and press runs.

Facebook Gaming used that existing platform and member base to fuel their rise in the steaming world. They worked out deals with existing Mixer streamers to prevent them from going to either Twitch or YouTube, but ultimately, couldn't keep them locked into Facebook Gaming.

“We want to extend our heartfelt thanks to all of you for everything that you’ve done to build a thriving community for gamers and fans since this app first launched,” the company said in an update on the Facebook Gaming app (h/t CNBC).

“This was truly a community-led effort to bring new gaming features to Facebook,” they continued.

“Despite this news, our mission to connect players, fans and creators with the games they love hasn’t changed, and you’ll still be able to find your games, streamers and groups when you visit Gaming in the Facebook app.”

Facebook Gaming landed some big names in the beginning such as WWE superstar and former UFC fighter Ronda Rousey and more recently (2021) inking Brazilian soccer star Neymar Jr. to a deal, but the big moves did little to pay off in the long run.

According to Streamlabs, Facebook Gaming accounted for only 7.9% of the market share for amount of hours watched, behind Twitch (76.7%) and YouTube (15.4%) during 2022 Q2, a troubling trend that showed no signs of slowing, or reversing.

Facebook Gaming also couldn't land any big Twitch streamers when they were available, such as Ludwig Ahgren, Rachell 'Valkyrae' Hofstetter, and Timothy 'TimTheTatman' Betar, who all landed on YouTube.

It's hard imagining a world where Facebook Gaming is viewed within the streaming industry with any prominence, and with Meta already focusing on combatting the push of TikTok against their long-standing champion in influencer marketing Instagram, it doesn't appear that Meta is that interested in that niche any longer.

So while this isn't a farewell to Facebook Gaming as it will still exist on Facebook, it certainly feels like the end.

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CEO of Gamactica and Elite Rank Media. Contributor to Sports Rants, Fright Nerd and Search Engine Watch. Former contributor for Forbes and Huffington Post. Covers sports, internet marketing, gaming, entertainment, and the content creation industries.

Miami, FL

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