Market orientation lessons from Marvel Rivals
Unlike AAA games that have miserably failed recently, the new NetEase game prioritised it's target audience over trying to appease gaming journalists, activists, and DEI advocates.
Imagine getting 20 million users within a month of launching.
What did Marvel Rivals manage to do that Marvel’s Avengers miserably failed to?
The short answer is market orientation - creating a product for the end user, instead of for everyone except the end user.
The concept of value is paramount in marketing and sales; however, it is frequently misconstrued. This discourse aims to elucidate the multifaceted nature of value, its application in competitive landscapes, and its strategic implications.
Defining Value
At its genesis, value represents the relevance of a product's features or capabilities to the customer. It is the demonstrable impact these attributes have on a client's operational efficacy. In essence, it articulates the "so what" of a product's offerings.
Case Study: 2025’s Marvel Rivals vs 2020’s Marvel's Avengers
To illustrate the practical application of value, consider the case of Marvel Rivals (2025) vs. Marvel’s Avengers (2020). This illustrates the difference of focusing on actual end customers vs. focusing on non-customer stakeholders.
Marvel’s Avengers (2020):
Focused on appeasing journalists, activists, and investors regarding "cancel culture."
Resulted in a fragmented experience, sacrificing core gameplay for social commentary.
Failed to retain players due to lack of genuine customer focus.
Heroes looked like ordinary people to appease body positivity movement, instead of heroes looking like heroes for a fanbase that knows the body types are unrealistic or aspirational.
Marvel Rivals (2025):
Prioritising direct player feedback and core gameplay development.
Created a cohesive, engaging experience that resonated with Marvel fans.
Built a loyal player base through authentic customer engagement.
Heroes look, feel, and demonstrate capabilities that match their comic and live action counterparts, echoing the established lore.
Key Principles of Value
Customer-Centricity:
Customers prioritize the derived value over mere product features.
Publishers must facilitate the translation of features into tangible benefits.
While sophisticated buyers may discern value independently, innovative offerings necessitate vendor-driven value articulation.
Differentiated Value:
In competitive markets, particularly for considered purchases, differentiated value is the decisive factor.
Publishers must identify and emphasize the unique value propositions that distinguish them from competitors.
This process entails a thorough competitive analysis to ascertain the capabilities that provide a unique advantage.
Value Articulation:
The articulation of value requires a nuanced approach, navigating the continuum between feature descriptions and value statements.
It is imperative to provide sufficient detail to enable customers to internalize the value proposition.
It is vital to provide proof of the value that is being claimed, through metrics, or customer testimonials.
Product demonstrations should contextualize features within the framework of value propositions.
Target Market Alignment:
Value propositions are inherently segment-specific.
Publishers must identify the target customer segments that derive the greatest value from their offerings.
This entails defining the characteristics of best-fit customers, transcending mere vertical industry classifications.
Market Category Assessment:
Differentiated value informs the evaluation of market category efficacy.
The market category should serve as a contextual framework that highlights the vendor's unique value proposition.
Messaging and Sales Narrative:
Differentiated value constitutes the cornerstone of effective messaging and sales narratives.
Sales presentations should be structured to emphasise value propositions, with product demonstrations serving to substantiate those claims.
Conclusion
The strategic deployment of value is fundamental to marketing and sales success. By adhering to these principles, publishers can effectively communicate their value propositions, cultivate customer relationships, and achieve sustainable growth.