Loki needs one of two treatments, or preferably both.. Thor 1 Loki finally made, and a decent look and figure from Ragnarok. I find it hard to comment on figures I haven't seen in hand (often they look much better in hand than photos), but I just don't see the Avengers face being that much better than The Dark World. It may be a great looking Loki, but I don't necessarily see it as being a fantastic Hiddleston.
Given the sculpts of late, ie: most of the Age of Ultron heads and Ant-Man.. it gives me good hope the next time a Loki figure is made.
I've had both in hand and helmetless Avengers Loki is ok(head is pinched for the helmet) but with the helmet it looks miles better than the DW Loki IMO which is why I didn't bother buying the DW even though the clothes are better tailored.