Respawn reveals how Kanye West & Beyonce inspired Apex Legends launch It turns out that superstars Beyonc\u00e9 Knowles and Kanye West were part of the inspiration behind Apex Legends\u2019 surprise launch in February 2019, the developers have revealed. Apex Legends\u2019 launch was a welcomed surprise to the battle royale realm. With little to no warning, just how did Respawn Entertainment manage to pull off one of the most video game launches amid the Super Bowl LIII weekend? Apex Legends has been an unprecedented success. Within its opening week, Respawn\u2019s battle royale had crushed Fortnite\u2019s number of downloads by more than double. A staggering 50 million people got their hands on Apex \u2014 dwarfing the 10 million downloads that Fortnite managed in its first two weeks post-launch. Yet with no prior advertising, Respawn redefined what it meant to launch a video game in a generation where everything is connected. A generation where something could be trending in a matter of minutes \u2014 and boy, did they capitalize on that. Apex Legends rejuvenated what a battle royale could look like. By introducing concepts like a fluid respawn system and a seamless in-game dialogue through their ping system, Respawn didn\u2019t want to let the cat out of the bag by previewing the game to masses before its official release. How Ye and Bey inspired Apex Legends release Therefore, marketing lead, Arturo Castro, decided to drop their brand new battle royale completely unannounced. Admitted, their marketing strategy was inspired by the likes of Kanye West and Beyonc\u00e9, Castro told gamesindustry.biz. \u201cThe idea of long-form campaigns was being challenged,\u201d Castro said. \u201cBeyonc\u00e9 famously drops her album, and day one it becomes a massive hit. Kanye West did the same thing\u2026 Why couldn\u2019t it work for games?\u201d Immediately post-launch, Apex Legends soared to the top of the Twitch ranks, with big names hopping on the bandwagon to check out the latest craze in the battle royale world. Castro went on to explain how the development team were apprehensive leading up to the launch. \u201cWe took a big risk, and we didn\u2019t know how this was going to land,\u201d the Market lead explained. Having previously worked on League of Legends and the Titanfall series, Castro was well versed on what it meant to deliver a blockbuster title. \u201cIf things went a little bit differently, I might not have a job now,\u201d he said. \u201cBut we took this calculated risk because we went in eyes wide open and we did our homework.\u201d Respawn not only weathered the storm, but they remolded it. After Apex Legends reached over 50 million players in its first month, the developers continued to push out new content to maintain their now loyal fanbase.<\/p>\n","protected":false},"excerpt":{"rendered":"
Respawn reveals how Kanye West & Beyonce inspired Apex Legends launch It turns out that superstars Beyonc\u00e9 Knowles and Kanye West were part of the inspiration behind Apex Legends\u2019 surprise launch in February 2019, the developers have revealed. Apex Legends\u2019 launch was a welcomed surprise to the battle royale realm. With little to no warning, […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15219","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/15219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=15219"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/15219\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=15219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=15219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=15219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}