The Apex Legends Launch: Can it ever be replicated?

In February 2019, EA and Respawn Entertainment launched Apex Legends in what many consider one of the most remarkable video game marketing strategies to date. Without any prior teasers or pre-launch hype, they unveiled the game with a single, calculated move: engaging influencers to ignite a community on Day 1. It was surprise and delight at its finest.

Respawn partnered with Shroud and Ninja and other streamers, whose audiences aligned with Apex Legends’ target. On launch day, Twitch viewership for Apex Legends surged, with over 50 million hours watched in the first week.

By keeping the game under wraps and releasing it as a polished, free-to-play title, Respawn sidestepped the potential pitfalls of overpromising. The surprise element gave players an irresistible call to action: “Go play this game now.”

Why It Worked

Perfect Platform: Twitch was at its peak for live gaming content. Respawn tapped into the platform’s cultural moment, where influencers were becoming as pivotal as traditional advertising.

Authenticity: Players trusted the influencers they followed, and seeing them genuinely enjoy Apex Legends carried more weight than any ad campaign could.

Community First: The focus on multiplayer gameplay with tight-knit squads aligned with what Twitch audiences loved to see—team coordination, skill, and fun moments of camaraderie.

Can This Be Replicated Today?

While the strategy was undeniably brilliant, replicating its success is much harder now.

The surprise launch of Apex Legends runs counter to today’s thinking in game marketing. Most AAA titles now embrace a long, organic build-up and open-development approach to launch, engaging players through early access, extended betas, or regular updates during development.

Baldur’s Gate 3: Larian Studios spent years in early access, allowing the community to shape the game and build excitement. This culminated in a highly anticipated 2023 launch that broke sales and engagement records.

Starfield: Bethesda leaned into long-term community engagement, with updates and teasers creating years of anticipation before its 2023 release.

Diablo IV: Blizzard built excitement with multiple beta weekends and ongoing communication with fans leading up to its successful 2023 launch.

These examples show that extended engagement strategies can foster strong communities and deepen player investment before launch, a stark contrast to the “surprise and delight” approach that Apex Legends pioneered.

The success of Apex Legends highlights timeless truths about marketing: know your audience, pick the right channels, and foster authentic connections. While the same playbook might not yield identical results in today’s crowded market, the principles behind it remain sound.

What’s the next untapped avenue for creating such a splash? Maybe the answer lies in manipulating algorithms, AI-driven personalization, or entirely new community-building strategies.