Introduction
When game developers license iconic characters from a brand like Marvel, they often face strict guidelines about how those characters can act. A classic example comes from the 1990s, when Capcom was creating the fighting game X-Men: Children of the Atom. Marvel insisted that the Juggernaut—a massive, nearly unstoppable villain—could not jump because he was "too heavy." Capcom had to negotiate a compromise to make the game work. This how-to guide walks you through the steps Capcom used to overcome such character restrictions, based on the recollections of former localization lead Takuya Shiraiwa. Whether you're a game developer, a licensor, or a fan interested in the behind-the-scenes process, these steps will help you turn a frustrating limitation into a collaborative solution.
What You Need
- A licensed character or IP – In this case, Marvel’s X-Men roster.
- A clear design document – Your game’s mechanics and character moves.
- Video prototypes – Animations to submit for approval (as Capcom did on videotape).
- A negotiation mindset – Willingness to find middle ground.
- Patience and persistence – Multiple rounds of feedback are common.
- A direct contact at the licensor – A producer or approval manager.
- Knowledge of the source material – Familiarity with comic book canon can help make your case.
Step-by-Step Guide
Step 1: Understand the Licensor’s Rules – and Respect Them
Before you start designing, get a detailed list of character behavior rules from the IP holder. Marvel in the 1990s had strict guidelines about each character’s personality and actions. For example, they might say “Juggernaut cannot jump because he is too heavy.” Do not dismiss these rules outright. Instead, acknowledge the reason behind them (in this case, maintaining the character’s weight and power fantasy). This builds trust and shows you respect the brand.
Step 2: Build a Prototype and Gather Evidence
Create a playable build or a detailed animation reel (Capcom used videotapes) that demonstrates the character’s intended moves. Include every action you want to include—like Juggernaut’s jump. When you submit for approval, be prepared for a “no.” Shiraiwa recalls that Marvel rejected Juggernaut’s jump animation immediately. Do not argue defensively; use the next step to reason.
Step 3: Use Logical, In-Game Scenarios to Negotiate
When the licensor says no, present a practical gameplay problem that requires the restricted action. Shiraiwa asked: “What will Juggernaut do when he faces a big hole in the middle of the stage? Will he be able to jump over it?” Marvel’s first answer was, “No, he will simply fall into the hole and keep running when he lands.” That response may seem absurd, but it shows the licensor’s rigidity. You can use such moments to highlight why the restriction breaks the game. Emphasize that without the ability to jump (or perform a similar core action), the character becomes unplayable in a head-to-head fighting game.
Step 4: Find a Compromise That Preserves the Character’s Essence
Once you’ve demonstrated the gameplay necessity, propose a middle ground. In Capcom’s case, they didn’t change Juggernaut’s weight or appearance; they simply gave him a jump. The compromise was that Juggernaut could jump, but his jump arc might be shorter or slower than other characters to reflect his mass. The key is to align the game’s needs with the licensor’s desire to protect the character’s identity. Document the agreed-upon behavior and get a written approval.
Step 5: Show Success – and Watch the Rules Loosen
After you release the game and it proves successful, the licensor may relax its restrictions. Shiraiwa noted that after Capcom shipped a couple of hit Marvel fighting games, Marvel’s attitude shifted from strict to “anything goes.” Use this to your advantage when negotiating future characters. Keep records of approvals and sales data to demonstrate that your respectful approach works. As they say, money changes everything—but the journey to that success requires careful negotiation.
Tips for Successful Character Negotiation
- Always come prepared with evidence. Show animations, gameplay clips, and references from the comics to support your case.
- Think from the licensor’s perspective. They want to protect their brand. Show how your changes still honor the character’s core traits.
- Use hypotheticals. Ask “what if” questions to lead the licensor to see the problem themselves, as Shiraiwa did with the hole scenario.
- Be patient. Approval processes can involve multiple rounds. Capcom had several back-and-forths before Marvel agreed.
- Document everything. Keep a paper trail of approvals, changes, and reasons. This helps avoid confusion later.
- Leverage success. Once your game is a hit, you have more leverage for future projects.
- Don’t take “no” as final. Sometimes “no” means “not yet” or “not in that form.” Rephrase your request.
Remember: The goal is not to win an argument, but to create a great game that both you and the licensor can be proud of. Capcom’s Juggernaut finally jumped, and fans got the aerial combos they loved.