Fortnite uses cunning tactic to combat Apex Legends growth –

Epic Games have turned to a peculiar tactic to fight against Apex Legends‘ explosive first-week growth, as the Respawn Entertainment title aims to topple Fortnite.

Since its release on February 4, the free-to-play battle royale game has sparked plenty of praise and taken the gaming world by storm. On February 7, Respawn Entertainment announced that the game had crossed the 10 million players mark within the first 72 hours of its release.

Players have already questioned Apex Legends’ chances of challenging a juggernaut like Fortnite, and it now it looks as if Epic Games are taking the challenge quite seriously.

Respawn Entertainment

Following a surprise release, Apex legends has made a bigger splash than anyone expected.

Users who perform a Google search for the phrase “Apex Legends” now have a chance of receiving an advert about Fortnite, at the very top of the search results, that will take them directly to the Epic Games website.

As both titles are free-to-play battle royale games, there is plenty of crossover between keywords and resulting searches – meaning that the ads would fall under Google’s targeted advertising where companies can select a target audience at which to push their promotions.


Fortnite takes prominence over Apex on the new Google searches.

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