Apex Legends Mobile was released on May 17. Within 12 days of its release, it was the first game by the number of downloads in the Japanese App Store and Google Play. In the top 10, Apex Legends Mobile lasted 54 days.
There are four main reasons for such popularity:
▪️high quality mobile version of Apex Legends;
▪️in advertising creatives EA focused on the characters of the game;
The company took into account the peculiarities of the country: the creatives were in Japanese and sometimes performed in anime style. EA placed one of the “banners” right on the rice field, folding the plants into a huge drawing;
EA actively promoted the game on popular platforms in Japan, including YouTube and Twitter.