Why Marvel Rivals devs are betting on esports in 2025

NetEase has made its competitive intentions clear with Marvel Rivals after hosting its first international tournament less than a year after launch, despite the uncertain landscape of esports.

The Marvel Rivals Ignite 2025 tournament, which concluded on August 10th at NetEase’s Guangzhou campus, marked a significant step for the 6v6 hero shooter. With 10 teams competing from five regions — Americas, Asia, China, the Middle East and Oceania — the event signalled NetEase’s confidence in building a competitive scene around its Marvel-themed title.

According to Game Design Director Guangyun ‘Guangguang’ Chen, the rapid move into esports came from player demand rather than corporate planning.

“After Marvel Rivals opened, many users really wanted esports tournaments,” Guangguang told media at the event. “We’ve been continuously monitoring user needs, and we felt there were many top-tier players who were genuinely skilled at the game, so we wanted to create this kind of stage for them.”

While competitors like Overwatch have faced scrutiny over their esports models and sustainability, NetEase is taking a different approach. The company has already confirmed it won’t pursue a franchise league model, instead maintaining an open ecosystem with Seasonal Championships and the Ignite series.

Adam Huang, Lead of Esports Tournaments for Marvel Rivals, explained the reasoning behind avoiding franchising: “I think for the beginning we will not undergo this, because they will restrict how we behave. We want to go independently so that we can arrange everything individually.”

NetEase’s strategy extends beyond just hosting tournaments. The company is already considering revenue-sharing models that could mirror successful implementations in other titles. Huang revealed that team bundles and cosmetics are under consideration, with potential revenue splits going to players, teams, and tournament prize pools.

The game has already tested the waters with esports-related skins, including Twitch Drops launched during the Marvel Rivals Ignite Mid-Season Finals. This approach echoes Overwatch’s OWCS team packs model, suggesting NetEase is learning from both the successes and failures of its competitors.

What sets Marvel Rivals apart, according to Guangguang, is its ability to tap into the massive Marvel fanbase while delivering competitive gameplay.

“Marvel Rivals is an FPS competitive game that brings the globally famous Marvel IP, based on superhero battles,” he explained. “I think the biggest appeal is probably that many Marvel fans get to directly experience the heroes’ abilities through Marvel heroes.”

The challenge for NetEase lies in maintaining appeal across different player segments. Guangguang emphasised the team’s holistic approach to game balance: “We don’t just focus on casual players, nor do we only focus on competitive players. We take a holistic look at the entire game environment across different modes, including quick play, competitive play, and tournaments.”

The Ignite 2025 tournament itself reflected NetEase’s measured approach. Rather than opening to general spectators, the venue hosted only influencers and industry personnel — a controlled environment that allowed the company to test its competitive format without the pressure of filling an arena.

The on-site atmosphere apparently exceeded expectations. “The atmosphere on-site was much more energetic and satisfying than expected,” Guangguang noted, suggesting future events might expand to include public audiences.