Marvel Heroes has promotions and events of various kinds running almost constantly. So it's no surprise that they did not miss the chance to put something together specially for the release of Captain America: Civil War.
Here's the event details, as listed on the game's website.
This promotion should appeal especially to new players, since it includes a free unlock of either Captain America or Iron Man. It's still useful for existing players who already have both, too, since you get a hero token to improve their Ultimate power. I picked Iron Man. There's also new costumes for many of the characters in the movie, for purchase in the store.
The event itself has two parts. This week, a short new zone where you can chase down the villain Crossbones (similar to the movie's opening action scene) has been introduced. Crossbones also shows up in the various patrol zones. Next week, there will be events to gain influence with either the Iron Man or Captain America side of the civil war. Through the whole thing, characters that appeared in the movie will get bonus experience.
I went through the new zone a couple of times, first with a level 60 character and then a level 40. At level 60, it was very easy, so I'm glad there's also a cosmic version of the zone to provide a bit more challenge. At level 40 there was a bit more difficulty, but still not too bad. All but the least experienced players should have no trouble, and it won't take even brand-new players very long to get to the point where they can make it through.
Clearly the idea with this promotion is to attract new players, with all the movie-related giveaways and content. A free hero unlock is always good for new players, and the bonus experience is nice to give them a quick start. I think the developers did a good job with the new zone as well, making the movie-related content easy to access for new players attracted by the movie tie-in.
I haven't been playing Marvel Heroes on a regular basis for a while, but I still log in occasionally and I'm glad to see the game continuing to grow. Hopefully some of the excitement from the movie will transfer over to some new players in the game.