Ninja made $1m for promoting Apex Legends

The incredibly successful launch of Apex Legends last month was expected to be part of a pre-planned product promotion strategy. This is unlikely to surprise anyone — but a tiny little detail leaked, which makes it possible to state with confidence that Electronic Arts are indeed making a huge bet on Respawn's Battle Royale game and absolutely does not spare money for promotion.

The Reuters, citing an anonymous source, had posted an article revealing the numbers of EA and Ninja's contract, who can rightly be considered the most famous person on Twitch. Tyler Blevins received a paycheck with about 1 million dollars on it — all for conducting Apex Legends streams and mentioning it on Twitter. 

Ninja's streams gain about 40.000 viewers in a single session on average, so most of this amount was probably aimed to monopolise his channel. Tyler was into Apex for 12 days in a row (which is quite unusual, isn't it?), and then returned to Fortnite. In total, his audience was about 500.000 people per period. 

On the one hand, this information can cause some negative feedback from the community, because, in fact, this is a thoughtful marketing move and we can't say for sure that Ninja himself would have had a keen interest in Apex Legends from the start. On the other hand, there is no point in paying such a large amount for advertising what does not work, right?