This past weekend, the EXP Apex Invitational was held at X Games Minneapolis 2019. The event was monumental for the game Apex Legends, as it was the game’s first major competition and the return of esports to the X Games. Coming off a huge social weekend from the Fortnite World Cup, we chose to track this event on social using the Zoomph social valuation platform and see how the top teams and sponsors performed.
Overall on social, the event had a lot of attention, with over 24.5K users engaged in social conversation and 150.5 million impressions on post’s including “EXP”, “#EXP”, and “@PlayApex”. This impression total equated to a social media impression value of over $790,000. Of the 24.5K users engaged, there was a total of 54.3K engagements, which tallied an engagement value of $50,000.
In the event, we saw TSM come out on top with gold, one of the favorites to win going into the weekend. Following TSM was Team Reciprocity placing silver, Sentinels who placed bronze, and Fnatic who placed in 4th, just outside of metal contention. All four of these teams made their impact on social, as we measured the social impression value of all four teams. TSM was the leader among the four with a social impression value of $86,313, followed by Team Reciprocity at $24,494. Fnatic actually came in 3rd in terms of social impression value earned, creating a value of $13,616 with Sentinels coming in just below that mark at $11,737.
As the naming rights partner to the X Games, it was expected to see high numbers on social media for Monster. All in all, Monster created over $976K in engagement and impression value for the brand on Twitter and Instagram during the X Games. Part of their activation included using some of the teams they are partnered with to create content. The video below was posted by Monster, interviewing Team Liquid and Alliance, two teams they have partnerships with. This one video garnered an impression value of over $16.6K in impression value for Monster and the teams.