Case in point, Marvel Heroes is rolling out a new level set in Asgard to promote the new Thor movie, and have also made Loki into a surprise playable hero to commemorate the occasion. The cross promotion with licensed films is not new, but the ability to take the digital files used to make the effects in the film and hand them straight off to multiple licensees is something that I haven't seen done to this extent before. See for comparison the sample screenshots in this MMORPG.com article about the new Marvel Heroes content and this announcement for the standalone Thor licensed game on Android.
|All of the Iron Man suits in game|
The downside is that if you really don't care about Thor or his movies, you need to put up with having this be a focus for a bit. We're seeing heroes added to the game quickly but new content is presumably going to be further in between. I suppose it's a peril of working in a licensed IP. Even so, I could see this being a model that other licensed products hope to attain.