Video games: influencers, an essential part of publishers’ strategy

2023-11-04 07:02:30

Published on Nov. 4, 2023 at 8:00 a.m. Updated on Nov. 4, 2023 at 8:02 a.m.

A textbook case to teach on a blackboard. At the beginning of 2019, the publisher Electronic Arts (EA) arrived in the “battle royale” niche – a slew of players come together in the same virtual world and compete with each other, weapons in hand, until they are no more. only one remains -, with its video game “Apex Legends”. The challenge is arduous as this market segment has been “confiscated” by the two hits “Fortnite” and “PUGB”.

However, the newcomer attracted 10 million “gamers” in three days. The success was such that EA shares soared by more than 16% during a single trading session. A roaring start which can certainly be explained by the quality of the game, but also and above all by the massive use of video game content creators from around the world. To relay the launch of “Apex Legends”, EA notably secured the services of very popular players from… “Fortnite”, including the streamer Ninja for a million dollars.

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