Over recent years, big brands are taking notice of how online gaming has taken the world by storm. One company that has seen the advantage of using online gaming to connect with new fans is Marvel, and they have once again partnered with esports champions Team Liquid. The company will use this partnership to promote their next film Black Widow.
The first time that Marvel partnered with Team Liquid was in July 2019 for their Rift Rivals match. During this period, the ‘League of Legends’ players wore stylish custom-designed Captain America-themed jerseys for their match. In addition to this, they made t-shirt versions of ‘Avengers: Endgame’s quantum realm suits and Iron Man-style jerseys, with logos from both companies.
Currently, the push to promote Black Widow is backed by another clothing line collaboration between both brands, featuring her iconic red and black colors. The fashion pieces are made up of an $84 gaming jersey, as well as a long-sleeved t-shirt, a cropped tee, and a zippered jacket. While details are still being confirmed, the line will allegedly feature a comic-book style depiction of Black Widow in front of her logo.
While Black Widow has been pushed back to a November release, Scarlett Johansson gave fans an interesting bit of information recently, revealing she was actually the second choice to play the character. In an article by USA Today, she explains how Emily Blunt was the first choice of ‘Iron Man 2’ director Jon Favreau. Due to scheduling concerns, Johansson ended up with the role. However, she emphasizes that she has no bitter feelings over what happened: “The best call you can receive is after you are rejected for something and then you get it,” she said. “You appreciate it more. I’ve basically made a career out of being second choice.
From what we know so far of Black Widow, the film is set after the events of ‘Captain America: Civil War’ and before ‘Avengers: Infinity War’, depicting Natasha Romanov on the run. She reunites with friends from the past and meets an old enemy from her training days, and has to find a way to defeat him without aid from her usual superhero squad.
The character has proven popular with the fans, and has helped Marvel become the juggernaut it is today. This partnership with Team Liquid, along with the short-term partnership with the San Francisco Shock in August 2019, is why Marvel continues to grow as brand. The company is not afraid to use new avenues to reach fans including partnering with other areas of online gaming. Gala Spins describes how the Marvel Network partnered with Playtech to create a line of branded slots including the characters of Iron Man, The Incredible Hulk, and the Fantastic Four. A clear sign of how the company understands the interests of their core fans and how to reach new fans.
While waiting in agony for the film’s hotly-anticipated release, you can attempt a Marvel marathon and watch all the films from start to finish, play some Marvel-themed games, or follow Team Liquid.