Fans of popular battle royale game, Apex Legends can expect the game to break new barriers in the coming year, as the game's publisher, Electronic Arts aims to redouble growth and attract more players to the franchise.
The future strategies were revealed by EA CEO Andrew Wilson at the recent Morgan Stanley Technology, Media & Telecom Conference. Wilson has a growth plan in mind for Respawn Entertainment's flagship game, which completed five successful years in February.
As one of the most successful new game IP launches in the last 10-15 years, Apex Legends has built a solid fanbase of 'hundreds of millions', believes Wilson. Among streaming services grappling with churn rates of 40%-50%, Apex boasts a retention rate of 75% over the last five years.
Though every franchise sees its share of highs and lows, Wilson indicates that Apex intends to tap into its large and deeply engaged global community in the next 5-10 years. The immediate strategy focuses on making the game more accessible to new players and eventually culturally relevant across different markets.
After making the game more friendly for new players, EA plans to introduce new modalities of play to diversify the traditional battle royale universe. This strategy aims to penetrate untapped markets, particularly in Europe and Asia, where Apex has yet to make a significant breakthrough.
Respawn Entertainment developers also shared their thoughts on what the next five years have in store for Apex Legends. According to Mike Renner, a game design director at the studio, the game will continue to evolve, echoing the sentiments of Josh Mohan, Lead Battle Royale Designer, who envisions Apex Legends as an inclusive space for all players.
Lead Legends designer Devan McGuire hopes the game will maintain its competitive edge while also becoming more approachable to a wider demographic over the next five years.
Wilson further highlighted the significant impact generative AI could have on Electronic Arts and the gaming industry over the next five years during the Morgan Stanley conference. Advanced technology has empowered EA to create more immersive content while improving efficiencies, indicating possible expansive growth for the future.
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