Marvel Expands Creative Freedom for Rivals

Marvel is famously protective of its iconic heroes and villains, rarely allowing partners to deviate from strict brand guidelines. Yet with Marvel Rivals, the company appears to be taking a bold new step. NetEase, the developer behind the team-based multiplayer title, now has the official greenlight to design original characters exclusively for the game — a move almost unheard of in Marvel collaborations.

Previously, it was confirmed that NetEase had the freedom to select from Marvel’s massive roster of heroes and villains. Now, according to Game Director Guanguang in an interview with Mp1st, Marvel has extended that flexibility to allow brand-new creations to join the lineup.

Will New Characters Actually Happen?

While Marvel has granted permission, NetEase has not yet confirmed whether it will take advantage of this freedom. Guanguang noted that the decision remains undecided, and no details were shared about what guidelines Marvel might impose.

This uncertainty leaves fans guessing: will Marvel Rivals simply continue to expand with established legends like Iron Man and Loki, or will we eventually see fresh faces standing shoulder-to-shoulder with the Avengers?

Why This Matters for Marvel Rivals

For Marvel Rivals, the possibility of new, original characters could prove to be a game-changer. As a competitive live-service title, its success hinges on staying fresh and distinct in a crowded multiplayer landscape. Allowing NetEase to craft original heroes or villains could:

Expand the game’s universe beyond traditional Marvel canon.
Differentiate Rivals from other Marvel titles by blending legacy characters with unique new ones.
Engage players long-term through fresh storylines, abilities, and alternate costumes.

Until an official announcement is made, Marvel Rivals will continue to grow its roster with fan-favourite Marvel icons, but the door is now open for an unprecedented evolution of the game’s identity.