Electronic Arts recently tweeted to its 5.5 million followers: “Invest in crypto.” And this attracted thousands of likes, retweets, and crypto influencers. For a moment, everyone were delighted to see this gaming giant talk about crypto.

The truth, however, is different.

Electronic Arts tweeted this for a different reason. It is not to promote crypto. Or to indicate crypto adoption. In fact, the company tweeted about a gaming character called “Crypto.” Call it a deceiving move, or a troll, the strategy has clearly worked.

If anything, a lot of crypto enthusiasts were curious to see Crypto character. We did some research and found out more about our hero. Here’s Crypto:

Apex Legends Reveals “Crypto” Character

Electronic Arts is publishing the season 3 of Apex Legends (called Meltdown), and the game will launch on October 1st. Included in this game is Crypto — a silent character who is calm and collected. Crypto keeps secrets and uncovers them when the time is right.

As we think about it, our crypto industry works the same way: we have secrets, and we reveal them when the time is right.

Apex Legends has also shared a video revealing details around Crypto. He goes from a normal dude to a super character in no time:

Overall, EA’s strategy worked. They generated social media attention, perhaps got some of its followers interested in crypto, and also covertly promoted the game.