I went into it a little
last week you can do some research about Marvel and it's intensely hand-on licensing practices.
If one company licenses something from another- the licensee has nothing to lose. Marvel is guaranteed money [big money, when it comes to marvel and its properties] no matter what, as well as a percentage of sales and usually other allowances.
Often, when it comes to big corporate licensing of things- the company licensing things out doesn't care very much. So long as the products adhere to some basic rules, they don't care. Guaranteed money, exposure of the brand, etc.
Marvel likes to be involved. As an entity they have full creative control over all of its IPs and it's 100% up to them how every aspect of their IPs are represented in-game.
If they wanted Magneto to shoot fishheads instead of beams, Capcom would have to comply, not include Magneto, or argue for a long time across a board room.
Marvel wants this- Capcom wants this and they have to eventually meet somewhere in-between where both parties are somewhat satisfied.
If Capcom wants to touch anything involved with the Marvel IP, they will need to re-negotiate their agreement, guarantee Marvel more money, go over every proposed change to make sure it's 'ok' in a broad sense [involving more lawyers and more money] and go into all kinds of hassle.
Even if it involves minor game tweaks and balances that only change internal aspects- Marvel needs to be involved and given a bunch of money just for the fact that it's 'their stuff'
TLDR Example Boardroom Sequence
Capcom- 'We would like to do a game update'
Marvel- 'Most excellent, here is our flat fee needed -and how much more revenue should this generate as far as the projected percentage we can expect in additional sales of the video-game?'
Capcom- '....Not much? We are doing it due to fan requests and to give back to the community that supports the game.'
Marvel- 'Ah. Then our guaranteed fee will need to be increased exponentially as there would be far fewer residuals.'
Capom-'... and how much-'
Marvel- ' A million zillion trillion dollars.'
Capcom- '.....'
Marvel- 'In silver dollars and holographic doubloons.'
