EA's Apex Legends: A Sixth Birthday and Plans for 2.0

As Apex Legends approaches its sixth anniversary, EA acknowledges its underperformance despite a massive player base exceeding 200 million. While meeting internal expectations, net bookings have fallen short of year-over-year targets, prompting a strategic shift towards what EA terms "Apex Legends 2.0."

EA CEO Andrew Wilson confirmed the game's continued popularity but highlighted the need for increased revenue generation. He detailed a three-pronged approach: continued community support (including quality-of-life improvements and anti-cheat measures), ongoing content creation, and a significant game update. While progress has been made, Wilson admitted it hasn't been sufficient.

The core of the turnaround strategy hinges on Apex Legends 2.0, a major update aiming to revitalize the franchise, attract new players, and boost profitability. However, its release is strategically planned to avoid coinciding with the launch of the next Battlefield title (anticipated before April 2026), suggesting a rollout sometime during EA's 2027 fiscal year.

Wilson emphasized EA's long-term commitment to Apex Legends, envisioning it as a franchise capable of lasting decades. Apex 2.0 isn't the final iteration; rather, it represents a substantial overhaul to enhance the overall player experience. Continued investment in the existing community (tens of millions of players) remains a priority.

The Apex Legends 2.0 strategy bears resemblance to Activision's Warzone 2.0 reboot. While the success of that approach remains debated, EA will carefully consider the broader battle royale landscape and competitor performance. Despite maintaining a strong position on Steam's concurrent player count, Apex Legends has seen a decline from its peak, underscoring the urgency for revitalization.