‘Apex Legends’ is undergoing ‘major systematic change’ at EA

Electronic art is rethinking its approach to its long-running, free-to-play first-person shooter “Apex Legends” following soft monetization results for the latest live services game update and changes to the Battle Pass offering.

“The quarter saw the launch of Season 22 of ‘Apex Legends’ with significantly more new features for both casual and seasoned players, including more modes, a new map and new anti-cheat software,” EA CEO Andrew Wilson said during a company earnings call . Tuesday. “After changes to the Battle Pass construction, we did not see the increase in monetization that we expected. Two things have become clear in the free-to-play FPS category. Firstly, in the competitive landscape where brand, a strong core player base and quality mechanics are more important than ever, ‘Apex’ has proven to be a compelling franchise for us and a strong player in the industry. Second, major systemic changes are needed to achieve significant growth and reengagement. We will continue to focus on maintaining and breadth of content serving our global community as we work to create more significant, innovative changes in the future.”

According to CFO Stuart Canfield, net bookings for “Apex Legends” “fell below our expectations for the quarter as we extended premium access through the entire first half of the Season 22 Battle Pass.”

“Following the release of the Second Half Battle Pass on September 17, we saw a return to spend conversion levels consistent with previous seasons,” Canfield said. “As we look ahead, we have adjusted the remainder of FY25 to reflect lower engagement than expected in our previous guidance. As Andrew said, we are committed to delivering new experiences for our players, with a continued focus on improving player engagement and retention.”

More to come…