Marvel Rivals, the free-to-play hero shooter game from NetEase, has done the unthinkable: it has converted Kevin Feige’s son to the world of Marvel. Feige, the mastermind behind the Marvel Cinematic Universe, revealed to The Wrap that his son was initially only interested in Marvel in a casual, supportive way. He’d engage with the movies, TV shows, and comics because of his dad’s work, but his passion for the franchise was lukewarm at best. 
That all changed when he played Marvel Rivals.
Once he got his hands on the game, Feige’s son became hooked. Suddenly, he was asking his father about specific characters like Hela and The Punisher, wanting to learn more about them. His curiosity didn’t stop there-he began actively searching for those characters in the shows and deepening his connection with the Marvel universe. This shift, according to Feige, highlights Marvel’s ongoing challenge of winning over younger generations.
Feige also pointed to the success of Disney Junior’s Spidey and His Amazing Friends, a preschool TV series that has introduced younger audiences to the Marvel world. The series has done a great job bringing in fresh fans, which Feige considers another step in Marvel’s efforts to expand its reach.
Marvel Rivals, which launched in late 2024, has already made waves, attracting over 40 million players globally by February 2025. As the game enters its third season, new characters like Phoenix and Blade are now available to play. Plus, with the upcoming release of The Fantastic Four: First Steps in theaters, Marvel Rivals is poised for even greater success. The Fantastic Four made their debut in the game back in Season 1, and now NetEase is adding movie-inspired costumes and new team-up abilities, such as a special combo move featuring Human Torch and The Thing.