- Tram Ho
Today, Microsoft’s Mixer has officially closed, followed by the departure of popular names like Ninja or Shroud. These are streamers working exclusively for the livestream platform under a deal worth tens of millions of dollars, with Ninja $ 30 million and Shroud $ 10 million.
Immediately, Ninja received a lucrative offer from Facebook with a contract value double the amount that Mixer paid to the 29-year-old streamer. What is the basis for this American gamer to reject the dream number of many streamers around the world?
Ninja is the most famous streamer in the world
PewDiePie is still the most famous YouTuber in the world with 105 million people subscribed to YouTube channel, but in the livestream playground, Ninja is the new king. While PewDiePie mainly plays funny video games, Ninja shows off the top skills in eSports games like Halo, H1Z1, Fortnite, PUBG or Valorant …
Ninja had 14 million followers on Twitch, the largest number on the livestream platform, before joining Mixer for a $ 30 million exclusive deal. Previously, in 2018, Ninja revealed to CNN that he earned $ 10 million by partnering with the survival game Fortnite. By 2019, Forbes magazine estimates Ninja’s income is $ 17 million, higher than PewDiePie who earned just $ 15 million at the same time.
That means the brand value of Ninja when converted from the viewership is higher than PewDiePie. The 60 million dollars that Facebook makes is entirely reasonable, but it is not attractive enough, in the context that brands are spending more and more on online advertising of KOLs instead of offline advertising. traditional.
Refusing Facebook’s offer also means that Ninja will leave open the opportunity to cooperate with other platforms or even reunite with Twitch.
But even without a live streaming contract, Ninja is promoting brands like Red Bull or Adidas and running its own Team Ninja brand, along with free streaming on YouTube.
Facebook Gaming is not a priority
Facebook has a quick strategy with wise steps in Southeast Asia, attracting a strong viewership thanks to the launch of the Facebook Gaming platform. But in North America, the story of Facebook Gaming is much more difficult.
Facebook itself is still struggling with Twitter. As for the livestream market, no name can surpass Amazon’s Twitch, if you choose an entertainment video that already has Google YouTube.
Facebook’s face of the boycott of the United States is a major barrier for streamers who want to develop a brand based on this platform.
|Backing the above names are the big guys in the field of technology, which makes Facebook Gaming have a lot of difficulties to gain market share as in Southeast Asia. Not to mention, Facebook is also having serious problems when faced with a strong wave of boycotts from big brands and brands in the US such as Unilever, Cocacola, Verizon in a campaign called #StopHateForProfit.|
Facebook’s boycott and Facebook Gaming’s not growing enough in North America has made Ninja wise enough to understand that monopoly cooperation can again be a serious setback.
Ninja doesn’t want to be attached
Streamers who choose a collaboration platform often prefer a multi-year contract to ensure a long-term future for them. Ninja had the same thought when he first started his career, but when he became famous, this way of thinking changed.
A multi-year exclusive contract as a footing makes Ninja unable and do not have time to develop their own brand. In the case of Facebook, the $ 60 million offer also means that the platform believes it can create a value that is many times greater than the amount that Ninja will spend.
Ninja is operating a brand of clothing accessories of its own
Ninja’s shake of refusal not only meant to help raise the value of his brand, it also helped him earn a “real fresh money” immediately. Under the agreement between Microsoft and Facebook, Facebook Gaming will receive and pay the entire amount based on the old agreement between Mixer and content creators, or streamers, if these streamers agree to switch to Facebook Gaming. The mixer will pay the full price if the opposite occurs.
In this case, Ninja received a full $ 30 million from Mixer right after the platform ceased operations, without having to wait for a new contract and money binding from Facebook. The $ 30 million positive cash flow is now an important capital if Ninja wants to take advantage of the time Americans spend at home playing games more because of social isolation during the COVID-19 era to expand the brand.
Source : Genk