EA's Apex Legends: A Sixth Birthday and a 2.0 Reboot
As Apex Legends approaches its sixth anniversary, Electronic Arts (EA) has acknowledged the game's underperformance financially, despite maintaining a substantial player base. While boasting over 200 million players, EA CEO Andrew Wilson stated that the game's revenue trajectory hasn't met expectations.
Wilson highlighted ongoing efforts to enhance the player experience through quality-of-life improvements, anti-cheat measures, and new content. While progress has been made, it hasn't been sufficient to significantly boost revenue.
The solution? EA is developing "Apex Legends 2.0," a major update intended to revitalize the franchise, attract new players, and ultimately, increase profitability. However, the launch is strategically planned for after the release of the next Battlefield title, likely sometime in EA's 2027 fiscal year (ending March 2027).
Wilson emphasized the company's long-term commitment to Apex Legends, envisioning it as a franchise with a lifespan of decades. Apex 2.0 is not intended as the final iteration of the game, but rather a significant step in its evolution. Continued investment in the existing player community (tens of millions strong) will remain a priority.
The planned overhaul bears resemblance to Activision's Call of Duty: Warzone 2.0 reboot. While the success of that strategy remains debatable, EA will undoubtedly learn from both successes and failures in the battle royale market as it strives to expand Apex Legends' player base and revenue streams.
Despite its current trajectory, Apex Legends continues to hold a strong position among top-played games on Steam, though its concurrent player count has significantly decreased from its peak. EA's strategy with Apex Legends 2.0 will be crucial in reversing this trend and ensuring the game's continued success.
