For any of you who don’t know Apex legends , Apex Legends is a free-to-play battle royale game developed by Respawn Entertainment and published by Electronic Arts.
Apex legends which did not have any publicity before the launch and suddenly became popular. It has more than 25 million players worldwide and sold more than 2 million online players within 1 week !! In contrast, the other popular game called ” Fornite” took them up 16 weeks to reach 2 million online players at the same time. How did they do so ? It all comes to the marketing strategy “word of mouth” where it can be described as the most efficient and important marketing tools. The strategy allowed peoples to spread rumours and benefits of the game , this allowed the game to have high reputation and leading players to have high hopes.Resulting the game to become so successful when it was released, this depicts how choosing a correct marketing strategy is crucial , so for business its important to pick the correct method and time.
Apex Legends is a good solution to the “congenital shortcomings” of all the big escape games on the market. The downside is that the player’s investment is not proportional to the return. Players spend a lot of time, skydiving, picking up weapons and equipment, running around, but the chance of winning is only one percent. Long-term failures reduce the player’s desire to continue playing, making it impossible for players to achieve a sense of accomplishment through the game.In contrast Apex legends did a great job in spotting the congenital shortcoming of surviving games , which allowed them to attract a significant amount of players.
Reasons why Apex legends are able to knock down its competitors
Firstly, the game is completely free !!! compared to lots of other games now days which cost lot of money , where you buy the game with a high price and end up receiving a horrible experience.
Secondly, the overall game paced us extremely fast. The most obvious advantage is the loading time strategy. The same type of surviving games like “PUBG” or “Fortnite”, often requires a long loading time. In contrast, “Apex Legends” did a great job hiding the loading time, by letting players know about the teammates and enemy information, including the number of kills, damage, number of wins, rating, etc. To put it simply, it is to fill the waiting time of the player with information, and to reduce the emptiness of staying.
Lastly,Compared with the big escape mode of 100 players, the number of players in this game is only 60, and it is a trio. Compared to the 1% chance of winning, the chance of 1/20 is much higher. Even if you can’t win, you can get a good ranking and strengthen the player’s willingness to continue playing.
The question comes to do you know any other games or product used a marketing strategy that is so successful, which made the brand so popular even before the releasing? Or what marketing strategy do you think its most successful for games?
Fan's blog 
Very topical Fan, an interesting idea.
I was reading the other day about Apex Legends’ marketing campaign – they utilised streamers on Twitch (https://www.forbes.com/sites/davidthier/2019/03/14/report-ea-paid-ninja-1-million-to-play-apex-legends-which-is-way-too-little/#2878d26e27f3), and had something like 6/10 of the top streamers playing it at once. Furthermore, they used viral marketing on Reddit (which can’t be proved, but https://www.reddit.com/r/HailCorporate/ will say otherwise).
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This is actually interesting. Apex Legend is a similar game to PUBG, Fortnite and ROS, basically a shooting game. However, what makes it actually stands out of all the other game is its different approach of the game. It must made up of a 3 player team, with each player choosing a different character to each other. I personally its the type of the game that is “new” that makes it attractive to the market. It has a similar concept to the existing game, but also different in a way.
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Thanks for reading Valerie ! Yeah the games stand out by combining all the benefits from other shooting game like fornite and PUBG. So player are actually having a game experience instead of just dying every time. But they have done a good job with the word of mouth , as its the main reason why they were so popular !
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Talking about the game I believe we all heard about flappy bird or pokemon go right. I think that Flappy bird went viral because of its simplicity, there’s no excess information that would waste/ bother players time, apart from that the trend of using one hand to function is something huge back then this helped the game even become more popular. Talking about pokemon go, I think the main strategy of it become so viral is because of the game/brand itself. The developer exactly knows that the majority of people would download is due to the previous game and anime pokemon. Therefore, the only thing that the marketer should do in this case is empathizing the keyword pokemon.
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Good analysis Tom , flappy bird had become famous because of its simplicity and Pokemon go went popular cause the AR experience and lots of anime fans ! For apex legend they were able to use word of mouth strategy to the maximum so they become successful, because they are not famous like Pokemon where they have existing fans.
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