Three months after the launch of Apex Legends, as Respawn’s surprise Battle Royale was settling into its early life as a competitive FPS, the Kentucky Fried Chicken Gaming Twitter account posted a meme. In it, a rudimentary drawn stick figure pokes the bloated corpse of the Apex logo: “Come on, do something,” it pleads. 

Respawn was in the middle of Apex’s inaugural season, and barely scratching the surface of some of the plans tucked away for the following summer and winter. The months ahead would bless the game with new heroes, weapons, maps, and esports initiatives. But as far as the edgy, Gen Z-baiting KFC brand account was concerned, Apex Legends was already a “dead game.” The zeitgeist had moved on, the Fortnite-killer was killed, and any quantifiable ongoing success was a moot point. Born February 11, 2019, before passing on into the digital afterlife on May 11. RIP.



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