Case Study: Electronics Arts Ltd launches Apex Legends’ Chaos Cup with Biborg

Electronics Arts Ltd drives 3.8 million content views with Biborg

Biborg was engaged by Electronics Arts Ltd to support the launch of Apex Legends’ Season 21. The challenge was to refresh marketing efforts in the UK with a local-first approach, highlighting major product updates without using traditional paid media, while also authentically engaging the local player community.

Biborg designed and executed the Chaos Cup, a community-centric in-person event featuring a team deathmatch with content creators and fans, followed by a community party. The solution leveraged organic social promotion, a paid TikTok campaign, and endemic press partnerships. Biborg achieved outstanding results, generating 3.8 million content views and 1.07 million stream views, while also receiving highly positive community sentiment.

Electronics Arts Ltd