In February 2019, Tyler Blevins, aka Ninja, the master of Fortnite, scored an endorsement deal so lucrative it might have made Drake — the rap star who occasionally plays the game with Ninja — jealous. Electronic Arts (EA) paid Ninja a reported US$1 million to play and promote its new game, Apex Legends, according to Reuters. Ninja invited his 13 million followers on Twitch, the game-streaming site owned by Amazon, to watch him play the new “battle royale” game. Thanks to the promotional efforts of Ninja and other influencers, Apex Legends “notched 10 million signups in the first three days,” Reuters reported, and EA’s stock rose 16 percent, adding about $4 billion in market capitalization. Within a month, some 50 million people had signed up for Apex Legends.
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