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EA paid Ninja and Shroud a lot of money for Apex Legends PR
Butcher79
EA have unleashed their marketing power by paying huge sums of money to popular streamers to participate in Apex Legends.
Apex Legends was launched on February 4th as a surprise and quickly captured the Twitch audience, becoming one of the most popular games on the platform. Ninja, Shroud and other top streamers have switched from battle royale games like Fortnite, PUBG and Blackout to give Apex a shot.
had an amazing time playing #ApexLegends yesterday and am looking forward to playing a bunch more. Check out one of my favorite games from yesterdays stream! #apexhttps://t.co/ZaNFQNHH70
— Ninja 🇺🇸 (@Ninja) 7 February 2019 city
It turns out the hype wasn't exactly organic, as Reuters reports Ninja were paid $1 million to play and promote Apex Legends.
Shrude was also paid to play the game, but he won't divulge how much.
SO happy to be back streaming for you guys! Going live, playing the Apex Legend Battle Royal! #ApexPartner https://t.co/QC3Dpr8MTr
— Ninja 🇺🇸 (@Ninja) 5 February 2019 city
The report questions the increasingly blurred line between entertainment and advertising in the video game industry, although paid streamers began to be retweeted with the "ApexPartner" hashtag during the game's launch, implying they had some connection to EA.
Apex Legends quickly established itself in the battle royale genre, reaching 10 million players during its launch week, rising to 50 million by current estimates. Following on from the popular title will be a March content update that will include new characters, cosmetics and other items - and possibly another round of "ApexPartners".
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