Apex Legends was somewhat of a sleeper hit, and it was so in many ways. A ninja introduction by EA of the Respawn Entertainment-developed game back in January saw significant interest from the gaming community, who recognized in Respawn the ability to make a great FPS. Taking advantage of the Battle Royale popularity was also a solid move, as was EA's decision to focus marketing efforts not on a long, drawn-out publicity campaign, but instead, on paying renowned Twitch streamers to play and stream their game.

Since gaming (at least when it comes to multiplayer gaming) nowadays has somewhat of a "monkey see, monkey do" dynamic for the general gaming population, this move prompted Apex Legends to the top of the streaming food chain, with a grand total of 40 million hours streamed on its first week alone. Also during its first week, the game achieved a staggering 25 million unique players, doubling that number to 50 million in the first month. However, the cash flow must die out, and as EA stopped paying streamers, so did they move on to other, more proficuous games, such as Fortnite, which has endured the Apex Legends assault in terms of viewers and players. It remains to be seen if EA will double down on the streamer investment it did on the games' launch, or if Respawn Entertainment can churn out meaningful updates and characters that can turn the tide.