Apex may not be the first video game to partner with Gundam, but when you work with the best competitive hero shooter, you do more than a few skins showcased in a fashion trailer. So we went all in. Eight unique Gundam suits tailored to Legends with similar abilities, game-changing Buster Rifle weapon, Bit Staves abilities for offense AND defense, and a full map takeover with massive mechs and an unrelenting space battle. And to ensure no corner of the universe missed it, a marketing campaign that worked with animation houses, cosplayers, stop motion creators and an original Gundam artist to show this was more than just a partnership. It was a unification of universes.
A unification that became our most successful campaign in years by every measurable metric.
First, we announced the event by showing how Gundam existed in the Apex universe, turning the trailer into an anime opening featuring all the cosmetics, abilities, and action—complete with an original song to compliment the treatment.
On social, we supported the event day after day with cosplay, original art, and creator videos.
And to make sure the partnership went both ways, we made custom gunplas with Bandai that sold out in hours, then restocked, then sold out again.
