It is a well known fact that EA paid top streamers to promote (and to some extent, influence) Apex Legends, but how much did EA put into getting streamers work for them? In one case, it is worth a fortune for playing games. A Reuters source claimed that EA paid Ninja (aka Tyler Blevins) a handsome sum of $1 million to play the game on February 5th. He might not have been obligated to play for long, either. An EA spokesperson told Kotaku that any streamed gameplay after “midday” on February 5th was “completely organic” — that is, they wanted to keep playing.
That’s a large amount even for someone like Ninja. Ninja told CNN in December that he was making $500,000 per month approx through game streaming, but that’s split between Twitch, YouTube and sponsorships. But this was twice as much for a single Twitch stream.
It’s not clear neither confirmed that how much other streams got paid, although the initial wave included prominent broadcasters like Shroud (Michael Grzesiek) and Myth (Ali Kabbani). Respawn’s Drew McCoy hasn’t been shy about the goal. In an interview he told Reuters that the team wanted a “day where you couldn’t escape Apex if you cared about games.” It’s a classic media blitz, just on live streaming services instead of TV.
The amount of money invested here shows just how important live game streaming has become, and how e-Sports is progressing on taking over traditional entertainment models. Rather than opt for conventional media campaigns, companies are increasingly willing to spend millions ensuring their games dominate Twitch and similar services. So does this raise concerns about streamers disclosing their payments ?. It’s not always obvious, but it won’t be surprising if this marketing tactic becomes more commonplace given how successful Apex has been.
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- March 14, 2019