The Super Hero AR app is intended as a game combined with an in-store experience, bringing together The Avengers Assemble with the Walmart chain in a digital marketing exercise.
Players are able to become one of six superheroes and battle augmented reality enemies that appear over the real world in a series of levels, reports Mashable.
Users start off with just Hawkeye but can unlock additional characters, such as Iron Man and The Hulk, by visiting a Walmart store and scanning their smartphone on QR codes on the Avengers promotional placards in the shop.
Alongside the game, the app also enables users to get a photo of themselves alongside their favourite hero at one of a number of special in-store AR stands. These images can then be shared with others on Facebook.
The app is available to download now from Apple's iTunes and Google Play, although the AR content is exclusive to Walmart stores. It is unclear whether it is usable at Asda in the UK, which is owned by Walmart.
Marvel has recently been on a digital expansion, including the launch of Marvel AR last month, allowing users to scan print comics to access extra content.
Watch a video introducing the Super Hero AR app below: