Not that long ago, big video games used to get sold like big movies: a flashy trailer, lots of messageboard hype, some fan conference sneak previews, and then a big make-or-break release date. Those early sales numbers determined whether something was a big hit like Grand Theft Auto V, or a big flop like Transformers: Rise of the Dark Spark.
But then a funny thing happened. Big games just started showing up without much hype or promotion, like a new Beyonce album. For example, EA’s Apex Legends came completely unannounced last February and had more than a million unique players just eight hours after its launch. In its first month, the game had attracted 50 million players and earned $92 million in revenue.
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