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THQ spends big to reclaim lost ground
£2m marketing budget for Homefront Original FPS ushers in new era for publisher Retail: ‘This could raise the bar for shooters’
by Christopher Dring
WATCH out Activision and EA: THQ says it will retake a place amongst the gaming elite with a line-up to envy its rivals.
The firm was once a Top Five publisher but has seen its market share shrink in recent years. The company has spent the last 18 months transforming its business, recruiting top talent and experimenting with new business models. But THQ’s new era truly
begins next week with the arrival of Homefront, a new FPS that MCVunderstands is being backed by a £2m UK marketing spend.
“ IN THIS ISSUE
08 APPLE VS NINTENDO We dissect the two contrasting views of Nintendo’s Satoru Iwata and Apple’s Steve Jobs
39 GAMING SCHOOLS Sony’s new bid to get PlayStation used as a learning tool
49 RETAIL BIZ
Previews of all the 3DS launch titles, plus the weekly charts and release schedule
We will be one of the industry leaders in three to five years from now.
Brian Farrell, THQ
“Homefrontis really the first title under this new regime,” said CEO Brian Farrell. “This really is a new THQ and we are proud of what we have accomplished. “The flow of high quality products for the next three years is amazing.We have Homefront, shortly after that Red Faction, MX vs ATV, Space Marine, then Saints Row. It just goes on. I’d stack that pipeline up against anyone else’s in the industry. “We are going to emerge as the magnet for talent. Top creative makes for great games. And we will be one of the industry leaders three to five years from now. We will change and we
Homefront reaches UK shelves on Friday, March 18th
will experiment with business models. But at the end of the day, if we make great games then we will find our consumer and a business model that works.” Despite being a new FPS
IP, UK retailers have told MCVthey have high expectations for Homefront. Asda’s games buyer Ben Montgomery said: “THQ is launching in an extremely tough market to crack, with strong established titles such Call of Dutydominating. However, the more I see of
Homefront the more I feel that product can challenge these established titles.” He added that it “has the potential to be the standard for FPS in 2011 and is a much needed new IP within this competitive market.” HMV’s commercial manager for games Jonathan Hayes added: “Homefrontoffers a different take on most FPS games out there, which should help it stand out and allow THQ to build on this to create an effective franchise over time.”
NGP FOR CHRISTMAS? 11/11/11
FORGET WHAT you've heard about Japan getting it first – third party licensees insist that NGP will arrive in Europe this year. Sources have told
MCV that development deadlines have been set to ensure key Western releases are finished before the end of the
summer for deployment in the autumn. Online leaks even suggest the console will launch on Friday, November 11th. This would make the hardware roll-out for the follow-up to PSP Sony’s first
simultaneous global games hardware launch.
21 NINTENDO 3DS LAUNCH GUIDE In MCV’s15-page special on 3DS, we take views from publishers and retailers and run through the must-stock games and accessories.
Issue 628 Friday March 11th 2011 £3.25
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