Tuesday February 05, 2019

Apex Legends Hits 1 Million Players, But Replaced Titanfall 3

Respawn's first attempt at a battle royale game wasn't even publicly revealed until yesterday, but the developers say the game is already doing surprisingly well. The CEO of Respawn Entertainment, Vince Zampella, said that Apex "broke a million unique players in under 8 hours." By many accounts, the game is pretty good as far as battle royale games go, if it a bit unpolished, which isn't surprising given its Titanfall 2 DNA.

However, the game's lead producer, Drew McCoy, told Eurogamer that "There are some people who think there are too many battle royale games or it's a fad, the world thinks we're making Titanfall 3 and we're not - this is what we're making." All things considered, their "surprise launch" strategy seems to have worked relatively well, as Apex got plenty of hype and launch traffic while avoiding the pre-launch, pre-review criticism that would inevitably come with another battle royale game.

"To try and convince a sceptical audience for months with trailers and hands-on articles, we're just like 'let the game speak for itself' - it's the most powerful antidote to potential problems. "We're doing a free to play game, with essentially loot boxes, after we were bought by EA, and it's not Titanfall 3. It's the perfect recipe for a marketing plan to go awry, so why have that - let's just ship the game and let players play." It's a surprisingly open response. But then, in the context of what happened with Star Wars: Battlefront 2, Apex Legends' release with the bare minimum of marketing makes sense. Respawn simply want the game to speak for itself, McCoy says.