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While we know that there will never be a crossover for Spider-Man with any other Marvel properties as long as Spider-Man still belonged to Sony, and while Sony has already announced that they will be creating their own cinematic universe for Spider-Man - their next film will be Spider-Man's enemies forming up the Sinister Six, which is still a long way away from production - The Amazing Spider-Man 2 will not have anything significant to show for in their end credits.
Enter their deal with Fox studios. Fox has a contract with The Amazing Spider-Man 2 director Marc Webb to do another as-of-yet unannounced movie, but Fox was willing to let Webb go direct the aforementioned sequel at Sony in exchange for Sony to help promote X-Men: Days Of Future Past.
So since The Amazing Spider-Man 2 doesn't have an end credit scene, Fox had this brilliant idea to promote DOFP by doing a special scene to be inserted at the end of Sony's blockbuster movie.
Since they both share the same target market, there will not be a better time for Fox to promote their upcoming movie which is just a couple of months away now.
So it's a win-win. Fox get an extra boost in marketing, and Sony gets to beef up their end credit scene.

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