Apex Legends Vtuber Gaiden Event Campaign

Partner

EA / Respawn

In partnership with Respawn, Open World helped Apex Legends authentically enter the rapidly growing Vtuber ecosystem through a precision-led creator strategy. Audience and behavioral data revealed strong overlap between Apex players and anime-native streaming communities, guiding the selection of Vtuber talent whose fans over-indexed on battle royale gameplay and high live-stream engagement. The objective was not just awareness, but cultural participation.

The campaign launched custom Apex Legends Vtuber avatars tied to the Gaiden Event, enabling creators to stream as Bangalore, Octane, and Mirage and turning the game’s characters into digital performers inside the Vtuber space. The activation drove sustained live viewership, short-form amplification, and cross-platform conversation while earning three Clio Awards for its creativity and cultural impact.