Marvel Heroes is aiming to be the highest quality free-to-play game ever made, according to Gazillion president David Brevik.
Brevik claimed the free-to-play market has confused consumers but Marvel Heroes is hoping to change all that.
"Everybody is saying 'we're free-to-play', but they aren't," he told GamesIndustry. "It's a small percentage of the game or something like that. From the consumers standpoint it's hard to understand what is free-to-play and what isn't, it feels like a buzz word at this point and it's hard to tell.
"We designed this game as completely free-to-play from the ground up. We wanted to make the highest quality free-to-play game that had ever been made. I think we're hitting that target.
"We're creating a triple-A quality game that has deep gameplay, graphics are state of the art because we're using Unreal Engine to render, and we aren't just a little bit free. We're completely free."
Brevik said proving to people that Marvel Heroes is a completely free game is the biggest challenge they face.
"Trying to message that to people has been a bit of a challenge simply because people don't really understand what free-to-play can mean with companies using it in very different ways.
"The only thing we can do is prove it, I can talk until the cows come home."
Check out a Marvel Heroes trailer here.