‘Apex Legends’ to Undergo ‘Large Systematic Change’ at EA After Missing Monetization Targets for Latest Release

Electronic Arts is rethinking its approach to its long-running free-to-play first-person shooter “Apex Legends” following soft monetization results for the game’s most recent update and changes to its battle pass offering.

“In the quarter, Season 22 of ‘Apex Legends’ launched with significantly more new features for casual and seasoned players alike, including more modes, a new map and new anti-cheat software,” EA CEO Andrew Wilson said on a company earnings call Tuesday. “Following changes to the battle pass construct, we did not see the lift in monetization we had expected. Two things have become clear in the free-to-play FPS category. First, in the competitive landscape where brand, a strong core player base and high quality mechanics matter more than ever, ‘Apex’ has proven to be a compelling franchise for us and an industry stalwart. Second, to drive significant growth and reengagement, large systematic change is required. We will continue to focus on retention and breadth of content in service of our global community as we work towards more significant, innovative changes in the future.”

More to come…