Do they really have any ties with these heroes? If they do, why not. Else not possible.
A Company tie like Sony with Spiderman isn't that S[ider-man was soly created by Sony, no that goes directly towards Steve Ditko and STan Lee. Sony merely own the rights to publishing a SPiderman Movie or game, they do not print and control the comics, so MS and Nintendo could easily do the same and buy somehting with their own amounts of wealth, it;s what Sony has done and hell it;s what DIsney has done with the entire Star Wars franchise.
It would cost them ALOT of money buying any of marvel superheroes. They can probably sign a contract with marvel to have exclusive videogame rights but its a risk because not every superheroes can make a good video game so it might not sell well to make a profit
It depends, some heroes aren't worth the same amount of cash as say Superman or Batman, it's why Fantastic 4 heroes are basically not worth as much with their comics having done poorly for years along with each live action movie becoming more of a mediocre super hero flick. Also the heroes aren't some unobtainable entity, Sony has claimed one with their own wealth and MS recently claimed a popular networking site let alone a popular indie game with their vast amounts of wealth. Heroes can be worth a decent amount of money, but they are not worth trillions or something out of MS's bank.
There have also been times where Spider-Man based games haven't been as good either, every hero has their ups and downs, Batman's ups have been going steady for a number of years now, Superman's were in the late 80's and 90's, possibly maybe even in the future he may come back in a big way that Batman and Iron Man have.
I posed this idea since Sony has been using it for a decent number of years, if they can do it than really everyone else should be able to capitalize on that concept of owning a hero and locking it to a piece of hardware, that is until everyone gets sick of that concept and wishes for those heroes to be able to roam free, though money talks and it has the last say over words.