Marvel Studios president Kevin Feige has led the Marvel Cinematic Universe for over two decades, but not even his position as the head of the world’s biggest entertainment franchise could convince his own son to care about Marvel until now. In a surprising twist, it was NetEase’s online hero shooter Marvel Rivals that finally pulled Feige’s teenage son into the Marvel universe.
Marvel Rivals, launched in 2024 as a free-to-play multiplayer shooter, quickly became a global sensation with its dynamic roster of Marvel heroes and villains. While its peak player count has settled from its record-breaking launch, the game still commands a massive following thanks to frequent updates and community-driven content.
But beyond player numbers and Twitch streams, the game has now achieved something more personal for Feige himself.
"Suddenly, he was asking me to tell him more about Hela," Feige told The Wrap. "Tell him more about The Punisher and these other characters. And then he started seeking them out in the shows."
Feige explained that prior to Marvel Rivals, his son only ever showed a feigned interest in Marvel out of support for his dad. The game's fast-paced action and fresh character interpretations, however, changed that sparking a real connection that even the most bombastic MCU movies hadn't managed to ignite.
Feige emphasized that Marvel’s legacy has always been about adaptation across forms of media and entertainment. The comic books themselves had many alternate takes and timelines, and modern multimedia projects games, animations, and films carry on that tradition.
He referenced Spider-Man as a case in point:
"In 2021, on Spidey and His Amazing Friends, the Green Goblin was making evil snowmen who were throwing snowballs at Spider-Man. At the same time, on the big screen, he’s killing Aunt May."
This contrast, according to Feige, showcases Marvel’s unique strength its flexibility to meet audiences where they are and what they like. Whether through Saturday morning cartoons, blockbuster films, or competitive shooters like Marvel Rivals, the brand can constantly reinvent itself without losing its core identity.
Feige’s personal anecdote is more than just a fun story, it’s a testament to the power of interactive media and how different types of media reaches different audiences. While the MCU remains a cultural juggernaut, games like Marvel Rivals are helping bring in a younger, more diverse generation of fans who might not have connected with the films.
And Feige is clearly paying attention. With Marvel Rivals continuing to expand its roster and lore, and the MCU looking for fresh energy post Endgame, this moment may signal a bigger shift in how Marvel reaches its next generation of fans and movie goers.
In short, Marvel isn’t just surviving through its cinematic universe it’s thriving across all platforms. And Marvel Rivals is leading the charge for the video games side of things.
Marvel Rivals Season 3: The Abyss Awakens: In the wake of the Timestream Entanglement, Knull stirs deep within Klyntar’s core, stretching his shadowed hands across the cosmos. Power promised by the dark symbiote god beckons the awakening of a new queen. The Phoenix arrives from across the stars to erase Klyntar before the darkness can rise again! However, she'll require unlikely aid from a warrior of two worlds who lives to fight against the tide of night. As the god of the symbiotes and the Phoenix Force collide, will you burn with the light of creation or embrace the darkness?
Check out the latest summer themed patch for Marvel Rivals with plenty of your favorite characters in swimsuits here.
Stay tuned to Gamefragger.com for more updates as we get them!