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Some speculate Nintendo was going to showcase MP4, but then the game got scrapped and development restarted. So, in order to have something for TGA, they decided to show Joker's Smash announcement instead. My thought process is that if this is true, Joker's initial reveal might not have happened until the February Direct.Then I'm not quite sure... Nintendo makes some whack decisions, sometimes.
Though if I were to wager, it's because they had pretty much no other major announcement for that event.
Otherwise it would've just been Marvel Ultimate Alliance 3, and that's it.
That, and revealing him that soon, was probably also to avert the expectations we had with the Fighter Pass, and to just get people excited