Key Takeaways from Apex Legends: Mobile on Porting AAA Franchises to Mobile

The mobile gaming landscape is witnessing a surge in AAA franchises, with titles like Diablo Immortal, Call of Duty: Mobile, Ni No Kuni: Cross Worlds, and PUBG: Mobile dominating the charts. Apex Legends: Mobile, launched worldwide on May 17, is a notable example of a successful AAA franchise port, retaining the fast-paced action of its PC/console counterpart and offering a solid, fluid, and enjoyable gaming experience. Apex Legends: Mobile had a strong start, with impressive download and revenue numbers in its initial weeks, but has since maintained a steady position in the top ten download charts. However, revenue has been declining, with a relatively flat revenue-to-download ratio of $0.70 per download. A closer examination of the game reveals unique features, such as exclusive content, including new characters, gameplay mechanics, and modes. The introduction of Fade, a mobile-only character, provides an incentive for existing Apex Legends players to download the mobile version. Players can unlock Fade for free or purchase him using Apex coins, highlighting the game's flexible monetization model. Apex Legends: Mobile also offers a permanent classic deathmatch mode, a feature not available in the console/PC version, providing a more traditional shooter experience. The game's mastery levels, which allow players to upgrade characters and unlock perks, are a unique feature that sets it apart from its console/PC counterpart. Social elements, such as guilds and chat features, have become increasingly popular in mobile games, with a 13% growth in popularity among top-grossing shooter games. Apex Legends: Mobile incorporates these features through its 'Clubs' system, allowing players to form communities, complete daily missions, and earn rewards. The game's monetization model relies heavily on its Battle Pass, with various gachas, such as Apex Packs, Store Vault, Arsenal Drop, and Phase Heists, offering players a range of ways to acquire in-game items. However, most players prefer to progress through the game for free or purchase rewards through the Battle Pass, rather than using gachas. Despite using similar monetization methods as its competitors, Apex Legends: Mobile has not cracked the top 200 grossing mobile chart. This may be due to its competitors offering a wider range of cosmetics and a more frequent content update schedule, making it harder for Apex to attract players willing to spend money. The game's class-based system also poses a challenge, as players are less likely to purchase cosmetic items for characters they don't use. In a crowded mobile gaming market, Apex Legends: Mobile will need to carve out its own niche to succeed, potentially through collaborations with major brands and a packed live-ops calendar. The recent launch of season two has generated significant hype, with a 600% increase in revenue between July 11 and 13. However, it remains to be seen whether this momentum can be sustained, especially with the upcoming release of a mobile version of Battlefield.