First Ward as a Villain
Yeah, most new "co-operative" content is really being heroic despite the fact you are a villain. It is pretty standard comic schtick, so I do not hold it against the Devs. When the world is endangered, all ... blah yaddah blah yaddah blech.
Give me a good old fashioned maniacal villain with a plot to destroy the world and 3 backups if that one gets derailed anyday. But, you will find the villain helps heroes to save the world tucked into almost every genre.
For our game this started with the RWZ. And these days the Devs barely even nod towards villains needing a reason to be heroic. That i do fault them on. If you understand their meta plot it does make sense for 90% of villains to help, if only to save their own hides. But, in fact, we as players are barely getting hints about the Hamidons goals, when we do it is either very quickly said in places like the undergroundtrial, or hunted out on boards. Our characters, especially a pre 50. will not know these things.
Story-wise, I agree. It's hard to motivate villains because often their motives are so diverse. Heroes tend to be reactive, responding to villainous threats, and therefore a little easier to motivate. Villains otoh tend to be the ones setting the stage, to be starting at least the initial action, and taking into account all of their reasons for doing so represents a fairly nightmarish task for the developers.
I feel your pain, but there's not a lot we can do about it. Two-third's of the player base are heroes, and villains as players have to admit that they're the tail, not the dog. I usually skip the reasoning provided by the contact and just mentally provide my own.
(Aside: a lot of villain-side contend is pretty dry, imo, because it is harder to cater to villains. In the long run, I'd like to see this addressed with villain-side zone revamps. As such, the devs are going to have to swallow part of their story bible and let Heroes over to the Rogues Isles. (It wouldn't make economic sense to re-vamp villain side without giving anyone access.) But that's a long term plan.)
I've come to the conclusion that if I want to have villains that feel motivated in-character to do co-op content, then my best (and pretty much only) bet is to create 'villain' characters who are that way inclined that in the first place. Otherwise, it's just a world of self-inflicted disappointment out there.
Mostly, though, I just punch stuff in the face and take their stuff and don't read the text too closely.
Arc#314490: Zombie Ninja Pirates!
Defiant @Grouchybeast
Death is part of my attack chain.
I'll float it. The cash should be better on Villain side. Yeah, I know it would unbalance the cart, but it's why most villains ARE villains. Self Interest for Numero Primo. Give either across the board better earnings or better random drops, or rewards that are higher for completing arcs, etc. Super Villains work for others for 3 reasons (simplifying here)
1) "Working" for someone on Monday to fool them into thinking they are on their side so they can doublecross them Tuesday.
2) Because they have a goal which aligns. "If I work with Superjoe the Maverick to take down Capt Hero Steel Canyon will be wide open for me to loot!"
3) Cash.
Since 1 & 2 are really impossible for the game to deliver lets noodge the Devs towards 3!
(Yes, I know it ain't gonna happen. Just sayin')
Well, it just would have been nice to see something in there except "You'll increase your power and gain loot." Yes, those are two of my villain's goals, however, helping people is not. There was simply nothing in there that said "You'll get something special for this that you can't get somewhere else." I can get that without lowering myself to helping others (6). I didn't even see anything in the intro about being able to take advantage of them while I'm doing it...
Well, I play heroes as well, I'll just let this wait a little longer.
I did a search, couldn't find anything.

Am I missing something, sometimes I do. And forgive me if I'm late, decided to finally give First Ward a try
I talked to the first two contacts as a Villain, Carter Mordesen and The Doorman. I found no compelling reason why my Villain might want to do anything for First Ward.
Extremely disappointed at the moment.