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If you haven't heard of "Apex Legends," there's a reason for that.

Despite being a big-budget title from well-known gamemaker EA ("Madden," "FIFA," "Battlefield"), "Apex Legends," which this weekend dethroned video-game phenomenon "Fortnite" in a number of areas, launched without advertising.

Released about a week ago, "Apex Legends" is similar to "Fortnite" in that it is a free, online multiplayer video game in which players go head-to-head in a battle royale style (think last man standing). The game captured 2.5 million players within the first day of its release and, two days later, that number climbed to a record-breaking 10 million playersa milestone that took previous record-holder "Fortnite" two weeks to achieve. And "Apex Legends" became the most watched stream on Twitch this past weekend, garnering some 300,000 active viewers, or about three-times that of "Fortnite," according to Twitch data.

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