The game Apex Legends was released the same day it was announced, feb 14th. Skipping the pre-release ad blitz was a gamble, but the makers of “Apex Legends” had a secret weapon: EA and developer Respawn Entertainment partnered with a group of popular professional gamers to help promote “Apex Legends” directly to their massive online followings during the first two days of the launch.
The game was hyped by a lot of top regarded individuals like the world most popular video game professional Tyler “ninja” Belvins and some other top video game streamers like Michael “Shroud” Grzesiek, “Jack “CouRage” Dunlop, and Herschel “Dr. Disrespect” Beahm IV
A report said that EA actually paid Tyler ninja a whooping $1 million to be part of the promotional program. Others were also paid but their own prices were not revealed.
So now here is the strategic breakdown of what EA did to get as much users as to compete with fortnite. ninja has more than 13 million followers on Twitch and what his best known for is playing fortnite, so if you do yoir math well you should see that EA recruiting ninja was no coincidence. Because with his followers already in-tact and the fact that he is also a “fortniter” gave Apex Legends a huge boost. Right now Fortnite is the most played game with EA’s Apex legends following it close behind. oh and BTW Both games are free to play battle royale shooters.😉😃
Partnered players acknowledged their influencer deals on social media by using the hashtag #ApexPartner when posting about “Apex Legends” on release day. While only about 80,000 people watched Respawn’s Twitch stream announcing “Apex Legends,” 12 hours later more than 400,000 people were watching Apex partners play. It was even reported that more people watched the #Apexpartners streams than the actual Apex legends. Respawn developers invited the influencers to demo the game a few days prior to launch, collecting valuable feedback in the process. When it came time for the pro players to stream “Apex Legends” on release day, they were able to share tips and information from the developers with millions of gamers who were seeing “Apex Legends” for the very first time.
Thanks to the influencers EA’s Apex legends got more than 50 million players in it first month. It also among the top five most watched games on twitch since it release.
In a report by EA they said that they only paid partners to play and stream until the second day of the “Apex Legends” rollout , but a number of the Apex partners, including Shroud and Dr. Disrespect, have continued to play the game on their own. Ironically, the #ApexPartner hash remains popular among excited fans and semi-professional “Apex Legends” players hoping to find sponsors.
It just a matter of time before we would be seeing apex legends ahead of fortnite. but let us still not forget the fact that fortnite has 200 million registered players.