Jun 26, 2019 | Updated: 11:46 PM EDT

Microsoft Renames Its Interactive Live Streaming Platform Into Mixer; New Challenge for Twitch

May 26, 2017 01:34 PM EDT

The appearance of Mixer interactive screen on XBox console.
(Photo : YouTube/XBox) Microsoft officially announced the new name its interactive live streaming platform as Mixer and posing a new challenge to Twitch,

Microsoft renamed Beam to Mixer interactive live streaming platform on Thursday, May 25. Mixer is ready to fully challenge Twitch as a live streaming video platform for gamers.

The previous name of Mixer interactive live streaming was Beam, a product from a Seattle-based startup company which was acquired by Microsoft on Aug. 12 last year. The platform was created to make Xbox Live experience more interactive, social and fun. Last Thursday, Microsoft made an official announcement to introduce Mixer interactive live streaming platform of Microsoft. The announcement was made by the co-founder of Beam, Matt Salsamendi, who is now the Engineering Lead of Mixer.

"Why the name change? This was a tough decision, and not one that we made lightly," Salsamendi said in the statement regarding the change of name into Mixer interactive live streaming. "We chose Mixer as our new name because it represents what we love most about the service….how it brings people together."

This name changing into Mixer interactive live streaming platform is more than just simply a change of identity. This live streaming platform constantly underwent a transformation as reported by Windows Central. The name Mixer is to emphasize how it helps people to provide interactive service to the Xbox Live community, and soon in Windows 10.

Mixer interactive live-streaming will soon have its complete integration with Xbox One. Players can access this live-streaming platform from the main screen on the dashboard. In the dashboard, every content about the service will be available, from the popular and trending stream, eSports channel and other game streaming.

Microsoft has also prepared the Mixer interactive live streaming app for iOS and Android. The new app is called "Mixer Create" that provide a mobile live streaming and live feed streaming service. With the new app, users will be able to stream their smartphone camera into Mixer directly.

This transformation of Mixer interactive live-streaming has given a serious challenge to its competitor Twitch, the live-streaming platform from Amazon. Watch the introduction to the platform from Mixer's director of marketing, Jenn McCoy and the co-founder of Mixer James Boehm below:

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