THQ president and CEO Brian Ferrell believes traditional hardware cycles are dead. MTV Multiplayer reports that Ferrell explained his thinking at a leadership conference and believes there are now several sub-cycles in the industry.
Sub-cycle #1: The Handheld market.
Sub-cycle #2: The Wii market.
Sub-cycle #3: The Xbox 360 and PS3 market.
Ferrell even thinks that the online market is becoming its own category. He expresses it's hard to do business around traditional concepts like "the cycle" and that THQ now plans around platforms. The THQ CEO does have a point, there's a lot of different pools for publishers and developers to jump in ... although we hear someone left a deposit in the PC one.