Developed by Respawn Entertainment and published by EA, “Apex” has shaken the industry by building on many of its shining successes. It has pulled popular elements from other battle royales — a type of video game where players are dropped into a map and fight in a last-man-standing format against up to 100 other gamers — while making a few key changes.

Like “Fortnite” and “PlayerUnknown’s Battlegrounds,” ”Apex” is free to download and play, making its money by selling outfits and other upgrades for use in the game. Among its key differences: “Apex” players compete exclusively in teams of three and can choose characters with varying abilities, features essential to team-based esports like “League of Legends” and “Overwatch.”

The conference circuit is rife with people preaching about disruption and missed opportunities. Did you hear how Apple redefined the music industry? How about how Uber rearranged the business of personal transportation? I bet you have.

Well, what about that time when the marketing world sat on the sidelines and missed the video game revolution?

Yes, that happened, even though we don’t like to talk about it. As early 8-bit console gaming grew into a $140 billion global juggernaut that captured millions of eyeballs for billions of hours, we never quite figured out the role of advertising within a gaming environment. Aside from a few cool award-winning integrations (e.g., Verizon’s Minecraft phone) and a niche market for in-game programmatic logo placements (think, billboards in car racing games), the gaming landscape is littered with dead pixels from ham-fisted, force-fit attempts at in-game branding that annoyed gamers and disappointed advertisers.

Arriving two weeks and three days after launch, this update might be an early sign of the pace Respawn wants to set with Apex Legends. We’ll see if they try to match the cadence Epic has set with Fortnite’s nearly weekly changes, events, and surprise additions.