Bruce Campbell made cameo appearances in the 2000s Spider-Man movie series because of his connection to director Sam Raimi. He also appeared in the video games based on those movies, thanks to that same connection.
Now another director is making a different Spider-Man movie starring a different actor as a different version of the character. And Bruce Campbell is in the game based on that movie because ... people like Bruce Campbell, we guess?
Campbell plays a guy in a blimp who orders you to do stunts.