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Gifting is a gameplay mechanic added in Update 4.0.[1] This mechanic allows players to gift items to other players on their friends list, such as Crystals. However, Champions cannot be gifted, something which has caused some outrage within the Marvel: Contest of Champions community (however, this is so that people don't cheat, and also so that people who share accounts don't get an even bigger advantage).
Gifting must be done by purchasing a Gifting Badge with real money; Gifting Badges are purchased exclusively with packs of Units, another thing that has caused some outrage. Gifting Badges have the portrait of Lockjaw, seen at the right. You MUST be level 40 and have beaten Act 4 to gift.