Apex Legends Community Cup Twitch Creator Competition
Submitted by Fourth Floor

Apex Legends Community Cup Twitch Creator Competition

Influencer Marketing

Fourth Floor ran a four week creator competition with live streams and a Twitch final for Apex Legends in the UK, which reached 45K peak viewers.

45KPeak Live Viewers
37MVOD Views

Case in 60 seconds

Apex Legends needed to relaunch in the UK, which meant bringing in new and lapsed players while keeping current players on side, so the competition had to feel authentic to the community rather than imported from outside it.

The campaign turns on the pairing of FPS creators with core Apex players as mentors, because the creators bring viewers who have not played Apex Legends while the mentors carry the credibility the existing community expects.

A UK based community competition in which FPS creators were mentored by core Apex players over four weeks, building towards a live Grand Final with £50k for the winning team.

Creators live-streamed for four weeks with core Apex players as mentors and released VODs of their journeys, while TikToks, audience giveaways and two hundred Apex themed gifted items kept the community engaged. Explosive Alan, the agency's in-house production team, created the brand and video assets and ran the live finale from the Play Apex official Twitch channel.

Fourth Floor reports 400 pieces of content across the four week event and a live final that reached 45,000 peak viewers, and says VODs hit 37M views across paid and organic, with 77 pieces of organic content.

Strategy Breakdown

New, current and lapsed Apex Legends players in the UK, with FPS creators recruited to reach new audiences and core Apex players to hold the existing community.
Relaunching a game in one market means recruiting new players and winning back lapsed ones without alienating the core community, which is why the brief sets authenticity alongside bringing in new players.
Apex Legends acts as host of a community competition rather than as an advertiser, with the finale run from the Play Apex official Twitch channel and £50k for the winning team.
The mentor format lets FPS creators learn Apex Legends on stream, so viewers new to the game watch a learning curve rather than expert play, which lowers the distance between watching and trying it.

Creative & Execution System

Assets & channels

  • Twitch

Partners

  • Fourth Floor (lead agency)
  • Explosive Alan (production)

Participation mechanic

  • Audience giveaways and two hundred Apex themed items delivered to audiences kept viewers involved alongside the live streams, while the competition itself was played by creator and mentor teams.

Results & Evidence

MetricValue
Peak Live Viewers45K peak viewers
VOD Views37M views
Pieces of Content400 pieces of content
Organic Content Pieces77

Why Fourth Floor's strategy worked

  1. 1

    Pairing outside creators with core players as mentors gives a relaunch two audiences at once, because the creator brings in new players while the mentor keeps the work credible with the existing community.

  2. 2

    A multi-week build towards a single live final gives a creator event a narrative, so VODs documenting each journey carry interest between streams rather than leaving the audience waiting for the final.

  3. 3

    Giveaways and gifted items running alongside the streams give the audience something to take part in between broadcasts, so engagement depends on the community itself rather than on the live schedule alone.

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