EA: Apex Legends

Electronic Arts faced the challenge of significantly expanding the player base for Apex Legends in Japan, a market where first-person shooter games have limited popularity. Existing brand loyalty to established titles presented a major hurdle. The task was to connect with a Japanese audience unfamiliar with the Apex Legends universe and persuade them to embrace a new game within a genre not traditionally dominant in the region. This required a culturally nuanced approach that resonated with local preferences and overcame pre-existing gaming habits.

T&Pm tapped into the Japanese audience's passion for manga and anime by commissioning renowned artist Atsushi Ohkubo to reinterpret the Apex Legends characters and their backstories. This culturally relevant approach localised the game's narrative, making it more appealing to the target demographic. Ohkubo's artwork was promoted through a partnership with IGN Japan, ensuring visibility across key gaming websites and through impactful OOH placements at Shibuya Station. A user-generated content competition further fuelled engagement, encouraging fans to creatively interact with the Apex Legends universe.

The campaign significantly exceeded expectations, achieving a 194% increase in Apex Legends players in Japan and a 53% rise in daily active users. By combining the influence of a respected artist with community-driven creative engagement, T&Pm successfully embedded Apex Legends into the Japanese gaming market and cultivated a passionate new player base.