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Overwatch was asking for it with bad practices that favored Esports over the casual player, and tried to tell people NO when they did make adult art.
And people naturally, especially artists; do not follow the agenda of limited-expression. Telling artists "no" & using legal fear mongering takedown's scaring them with legal tactics burst open the floodgates of adult material.
Marvel has always had a fan-base of adult fandom even before the 80's..
Blizzard was oozing the aura of sexualization at work; housing perverse workers; tons of scandals reflecting harassment.
There was more within Blizzard Overwatch than just the game being with attractive characters which blew up into a massive ordeal.
It was a lot of bad vibes related to sexual tension molded from artist to canvas.
I don't think that will be the same ordeal, the fan-base already has a record of making mass amounts of fan-art with marvel for both sides SFW and NSFW..
But I just don't see the same angles and hooks in Rivals like making sure Tracers backside was a side profile focus.
Those were purposeful hooks to the player, the Pixar designs also are not a formula of marvel compared to Overwatch.
The designs will be catered to teens more than adults, which Overwatch animation teams was fully aware would be part of its point.
I don't think it will be anywhere as bad as Overwatch..
Sown Laughter understood it was a discussion.
At any rate, I think it's a bit of a moot point. It's going to happen, to what extent we cannot know. But, I doubt it will be the peak of internet conversation. the reason overwatch blew up was because it was new. marvel characters aren't new, so theres not as much of a taboo desire to rule34 them, as its already been done.