IN A NUTSHELL:
- Developer: Respawn Entertainment
- Publisher: Electronic Arts
- Genre: FPS (battle royale)
- Platforms: PC, PS4, Xbox One
- Release date: February 4, 2019
According to Reuters, Electronic Arts paid a million dollars to Tyler "Ninja" Blevins for promoting the online shooter Apex Legends. The subject of the agreement was to stream the game on Twitch (where Ninja is watched by more than 13 million people), as well as an entry on Twitter, the day after the title's launch.
Situations like this aren't uncommon at the moment, but the amount is impressive even for Ninja, one of the most popular streamers in the world. In an interview for CNN some time ago, Tyler Belvins admitted that his average monthly salary is around $500,000, although there are months in which the amount is much higher. It is worth noting at this point that the editors of Kotaku did not manage to confirm the reports of Reuters. Two anonymous people associated with the streamer admitted that last year he received $600,000 for "participating in a single event", so one million from EA also seems to be possible.
In a statement to Kotaku, a representative of Electronic Arts confirmed that the company had paid some content creators for the promotion of its game, emphasizing at the same time that - according to EA affiliate programs - all sponsored materials had to be properly marked. It should also be noted that the action was short-lived - all the streams of Apex Legends, which took place after the afternoon of February 5, were published on the internet on the initiative of the creators themselves.
Regardless of how many buck EA actually spent on contracts with streamers, one thing seems to be certain - the promotional strategy adopted by the company was effective. In the first days since its release, Apex Legends literally eliminated the competition on Twitch, achieving much better results than Fortnite, not to mention the less popular games. According to data from the beginning of March, Respawn's game has already attracted 50 million players.
We would like to remind you that Apex Legends is a free battle royale shooter, set in the universe of the Titanfall series. The title is available on PC (Origin), PlayStation 4 and Xbox One.
- Apex Legends - official website