Most Triple A games nowadays are packed with microtransactions and advertisements. They barely put any effort into it and put most basic features behind a paywall and when a game tanks, they wonder why. Stupid really.
I'm not even trying to rationalize where it went wrong. Square Enix makes pretty good RPGs so we know they can put out quality content. It's just that they more than likely thought that Marvel fans would be gullible enough to buy this crap. Due to the fact that most superhero games have flopped since their appearance in the gaming industry, most fans would be highly skeptical of it. So Square Enix needed to put way more effort into the game to appeal to Marvel fans as well as gamers in general. However, they went the cash grabbing route and have made massive losses because of it and they rightfully deserve that.