One of the things that seemed weird to me about Marvel’s Avengers – the new video game, not the film series – is that the game seems to be using a visual style very similar to the Marvel Cinematic Universe… but without any of the actors’ likenesses. I wondered why they hadn’t been able to negotiate with the various actors like Robert Downey Jr., Scarlet Johannson, etc to use their faces or even get them to provide their voices to the title. Given the popularity of the MCU, that struck me as odd. But perhaps now we know why – the game is going to be very controversial.
If I were an actor in the films or an agent/advocate for them, I’d take one look at Marvel’s Avengers and think to myself just how glad I am to be able to say I have nothing whatsoever to do with it. The controversy the game is drawing for its incredibly aggressive monetisation and microtransaction policies is going to be toxic – and any brand or individual associated with that should watch their backs.
Star Wars Battlefront II generated a lot of controversy in 2018 for its in-game monetisation, and while it’s up for debate whether Marvel’s Avengers will reach that level, it’s trending in a very similar direction. Every single aspect of the game seems designed to extract as much money from players as possible – in a game that charges £50/$60 to purchase in the first place – with a £66 deluxe edition, of course.
When the game was announced as one of these always-online, “multi-year experience” games, the writing was on the wall. In recent years we’ve seen such titles as Anthem and Fallout 76 try to go down that route, and practically no game which does so manages to avoid controversy. Even by the low standards of this type of game, though, Marvel’s Avengers is taking the piss.
One of the Marvel franchise’s most iconic characters – Spider-Man – is going to be a console exclusive on the PlayStation 4. There are tie-ins with all sorts of random companies, each providing in-game rewards for purchases or subscriptions. There’s an in-game currency which can be bought with real money. Each character – of which there are six at launch (or seven if you’re playing on PlayStation 4) will have their own paid “hero cards”, which seems like a necessary feature to get the most out of each character.
In short, if you can think of a crappy anti-consumer business model used by a recent video game, publisher Square Enix has thrown it into Marvel’s Avengers.
The £10 “hero cards” per character is perhaps the most egregious of all the monetisation tactics. It means that players who want to fully experience the game – a game that they have already paid full price for up-front – will need to continually shell out more and more money, perhaps even spending double the initial asking price. That’s not accounting for other cosmetic items, skins, costumes, etc. that are all going to be paid for. The only thing the game doesn’t seem to have is lootboxes – something they make a big fuss about as if expecting gamers to reward them for it.
I’m not a big fan of Marvel, or of comic books in general. But some games with a comic book setting can be decent, and if this were a single-player action title with a big budget behind it I might’ve been tempted to give it a try. Not like this, though. Not with the game being in such a state. People who had early access to play through the beta version have even been reporting back saying that underneath all the aggressive microtransactions, the game isn’t actually all that good.
So a 6/10 title is going to cost easily upwards of £100 if you want to buy the deluxe edition and all of the battle passes and in-game currency and cosmetic extras… and you still can’t get iconic character Spider-Man unless you spend all that money on the PlayStation 4 version. I don’t know about you, but to me it’s beginning to sound like it might not be the best value proposition in the gaming world right now.
The Star Wars brand has been dragged through the mud in recent years – admittedly not just because of decisions in games. But the release of Battlefront II and the controversy and backlash it generated tarnished the overall brand to a degree, and I can’t help but feel Marvel is in serious danger of making a very similar mistake. The fact that both Star Wars and Marvel are owned by Disney is worth noting; clearly the company is fine with going all-in on these kind of aggressive money-making tactics.
If I were a Marvel fan, I would have been looking forward to the franchise’s biggest game in a long time. But I’d be looking at the underwhelming game drowning in microtransactions (if we can call £10 “micro”) and feeling sick to my stomach. This is barely even a game – it’s a shop, designed to rope players in and force them to spend more and more and more money. If the core game underneath was decent, perhaps players would be willing to do that. But if reports from those who played the beta are accurate, there isn’t even the kernel of a good game at the heart of this mess.
And perhaps that’s to be expected. The best games are passion projects – titles developed because the team behind them genuinely loved the idea and wanted to see it fully realised. Everything about Marvel’s Avengers feels corporate and soulless, like the game has been conceived in a boardroom full of men in suits who looked at the list of franchises they own then tasked some poor team of developers with making a money-printing machine. These are people who looked at the success of titles like Fortnite and Grand Theft Auto Online and – without understanding anything about them – said “make me one of those!”
The sad thing is that there are many comic book fans and fans of Marvel who would have loved the chance to work on a fun title and bring the superheroes to life for players. But it seems like none of them got a look-in, or if they did they saw this sad, corporate shell and walked away. The suits in charge don’t care, and what has been built is a game where the nicest thing anyone can say is that it looks pretty. Visually impressive, but mediocre and drowning in attempted monetisation.
Disney tried this a couple of years ago in partnership with Electronic Arts. The result? Star Wars Battlefront II, a game so controversial it literally got politicians involved and will probably end up getting in-game gambling banned in at least some areas of the world. It will be hard for Marvel’s Avengers to fail quite so spectacularly, but it seems like they’re willing to try.
Marvel’s Avengers is due for release at on the 4th of September on Xbox One, PlayStation 4, PC, and Stadia. Marvel’s Avengers was primarily developed by Crystal Dynamics and published by Square Enix. The Marvel franchise is the copyright of the Walt Disney Company. This article contains the thoughts and opinions of one person only and is not intended to cause any offence.