While the game attracted both existing and new users, it didn't retain casual players at the rate needed to continue supporting the game.The "level of immersion and complexity" to Apex Legends' gameplay, such as "verticality and team-based play," didn't quite translate to mobile as well as EA had hoped.Wilson offered a few reasons why the title didn't work out: "We learned a great deal and plan to reimagine Apex mobile in the future" Andrew Wilson, EA The first investor asked about the lessons from this first iteration of Apex Legends on mobile, trying to understand how the title could earn the Game of the Year accolade from both Apple and Google and yet still struggle with engagement. And if we go through EA's answers, we get a better sense of where the winds are heading for big publishers trying to grow their business on smart devices. Nonetheless, the two closures had investors worried to the point where at least half the questions during the earnings call's Q&A session were centered on mobile strategy. We know our community values a deeply connected ecosystem and our team is focused on delivering the best, unified cross-platform experience for our players" - Wilson explaining to investors why the two games are shutting down and, as executives often do, using more words than is necessary to do so.Ĭrucially, his reference to "reimagining" Apex Mobile clarifies something that headlines of this past week might not: this is not the end of Apex Legends on mobile, more of a 'back to the drawing board' sort of moment. "It is through these learnings, combined with a clear franchise strategy, that we’ve also made the decision to stop the development of the current Battlefield mobile title. We’ve learned a great deal and have plans to reimagine a connected Apex mobile experience in the future. After months of working with our development partner, we have made the mutual decision to sunset this version of the game. QUOTE | "Despite this strong start, the ongoing experience was not going to meet the expectations of our players. As transcribed by Seeking Alpha, he talked investors through the company's latest financial results. Statements about these shutdowns were light on detail, but EA CEO Andrew Wilson shared more during an earnings call earlier this week. Not only that, but EA has also decided to abandon the in-development Battlefield Mobile, and shut down mobile developer Industrial Toys. While we find ourselves experiencing a wave of announcements that online games are closing down, perhaps the most surprising was EA's decision to scrap Apex Mobile, the smartphone spin-off of its battle royale Apex Legends.ĭespite being named Game of the Year by both Apple and Google – and was a mobile launched that other studios could learn a lot from – the portable shooter will go offline on May 1 – not even a full year after launch. Sign up for the GI Daily here to get the biggest news straight to your inbox
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