The well-known streamer Tyler “Ninja” Blevins would be part of a program of content creators of the company.
Although it cannot be hidden that Apex Legends has had an impressive growth since its release, it is very true that as any new product could have needed a certain push at least the first few days. So very aware of this, Electronic Arts and Respawn made some deals with powerful influencers, which in recent years has proven to be an effective strategy but is far from cheap, especially if it comes to streamers with great reputation.
If we talk about reputation, Ninja is clearly one of the first names to come out and practically an obvious choice for the promotion of a game like Apex Legends. That as you know, has already made some transmissions of the game and even won the first Twitch Rivals organized for it. So the developers wasted no time in dealing with him for about $1 million.
Although the exact details of the deal are not yet known, there are several clues that suggest that it is quite likely that both studios paid this astronomical figure for Ninja’s transmissions with Apex Legends, since anonymous sources but quite close to Tyler Blevins have commented to various media that he has charged figures quite close to a million dollars for some events, namely about US$600,000.
In relation to the latter, it is very possible that in the short term we will be fully aware of Ninja’s situation with respect to this negotiation, since among the clauses that Electronic Arts establishes for these partnerships is that content creators are committed to total openness and transparency.
Beyond the scandalous nature of this investment, it is a certainty that for Respawn and Electronic Arts it has meant a round business, because although it had the support of Ninja and other streamers the game has grown more than anything by its own strength, so that these deals represent more than anything a plus for users and viewers.