For its time, Ultimate Alliance 1 was used as a vehicle to promote the Ultimate Universe (Earth-1610) in their comic book line. An original storyline involving Doctor Doom and several other super-villains served as the driving factor of the heroes' motivation.
With Ultimate Alliance 2, the original storyline and Ultimate Universe promotion was waved aside for an adaptation of the Civil War storyline.
For Ultimate Alliance 3, an original storyline without the Ultimate Universe was written, but focused on the supervillains Thanos and his Black Order with references to the PlayStation 4 Spider-Man game and callbacks to the Marvel Cinematic Universe versions of differing characters.
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