According to a report by FortniteNews, Epic Games seems to use advertising to fend off competition from Respawn's Apex Legends.
Apex Legends conquered the world with a surprise start on February 4, 2019. Within 72 hours The game has amassed over 10 million players and continues to be praised by the entire gaming community as a whole.
As a Battle Royale game, Epic Games naturally views Apex Legends as a competitor and appears to have targeted Fortune's players on Apex Legends.
Players who conduct a Google search for Apex Legends have a chance to receive an ad for Epic's Fortnite Battle Royale. Since both titles are free for Battle Royale games, this is not a surprising business decision for Epic Games.
Google allows advertisers to select a target audience for their ads. This is to ensure that users are given ads that they are likely to click on, not an ad that is not user-friendly and would be ignored.
Targeted advertising is not a new concept, although it is often discussed controversially regarding the privacy aspect of the technology.
Respawn Entertainment's Apex Legends has sparked a wave of discussion in the gaming community, the focus of this discussion seems to be on the idea that Apex Legends is a "Fortnite Killer".
While the aforementioned event does not indicate that Epic Games is threatened by Apex Legends it does mean that there is a sense of competition that is great for the consumer.