![]() ![]() Understanding genre saturation in free-to-play is essential. So much so that Krafton’s PUBG: New State, which launched in 2021, raked up 50m downloads and then quickly evaporated to obscurity. The biggest gaming franchise in the world showed its power with 110m downloads during its launch month.Īfter that, the market was pretty much saturated with Battle Royale games. The last one to the party was Call of Duty Mobile in 2019. But Tencent knew that to seize the mobile market, they needed to get the game out quickly to stop the momentum of Garena and NetEase and to beat Epic’s Fortnite, which launched later in 2018 on mobile. The former took the low-end device market while the latter took the Japanese market.Ī few months later, in 2018, PUBG Mobile was rushed out, even launching without any monetization. Garena Free Fire and Knives Out launched in 2017. What (we believe) really happened Reason 1: Players don’t abandon games they have been playing for years Read: EA’s acquisition of Glu does not seem to be going according to plan. Sources from inside EA Mobile also talk about constant restructuring and reorganization, which are likely reactions to stop the slide that started well before the app tracking transparency recession. The franchises of both companies have had a steep fall along with the quick exodus of leaders. The acquisitions of Glu ($2.4b) and Golf Clash studio Playdemic ($1.4b) have clearly not gone according to plan. ![]() Apex was one of the largest games in the company’s steeply declining mobile portfolio. Meanwhile, despite assertions that it had fallen short on quality, it has garnered a 4.8 Star Rating on iOS and was elected Game of the Year on both the App Store and Google Play.Įven if the game wasn’t hitting the financial and franchise expectations, EA Mobile has no leeway to be picky. 6 revenue-generating mobile title in 2022 after only 7 months since launch. ![]() He also blamed a “challenging” and “softer mobile market”.ĭespite all this, Apex Legends Mobile was on a $100m+ annual run rate and was the publisher’s No. During an investors call, EA CEO Andrew Wilson went further and told investors that the gameplay “didn’t translate quite as well to mobile devices as we had hoped”. The publisher stated that the ongoing experience of Apex Legends Mobile-developed in partnership with Tencent and Lightspeed-“was not going to meet the expectations of our players” despite a “strong start”. It also canned Battlefield Mobile and closed its developer Industrial Toys-a studio it acquired in 2018 but hasn’t released any titles since. Last week EA cut the cord on its mobile shooter ambitions with the cancellation of Apex Legends Mobile. What (Really) Happened with Apex Legends Mobile ![]()
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