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MX vs. ATV dubbed a noble, though not successful, experiment
In trying to reinvent itself, THQ has tried some interesting things; unfortunately, many of these experiments haven't been successful. Take, for example, MX vs. ATV Alive, the publisher's budget-priced take on the motocross mainstay. "We were trying to take some of our learnings from the free-to-play market and see if we could apply them to the console world," CEO Brian Farrell explained to investors on an earning's call today. "The idea was [...] to come out with a robust product at a $39.99 price point, build a larger install base more quickly, and then monetize that install base through rapid and large-number of DLC drops." The only problem is ... the game didn't move enough units to, in turn, move enough DLC to make the experiment a success. "The key learning there was that it was not a successful experiment," Farrell admitted. "The $39.99 price point, while good – it gave us good acceleration of sales – just wasn't enough to drive the install base to where we wanted it to be. Obviously the correlary to that, is that on a lower install base, the amount of DLC sales are not what we anticipated." Farrell blamed the "high fixed cost of goods in the current console market" for preventing the publisher from hitting a low enough price to drive meaningful DLC sales. The CEO concludes, calling the game a "noble experiment" that he thinks will have "a long shelf life at $39.99."
Red Faction: Battlegrounds announced for XBLA, PSN by THQ Digital
In a panel at the just-kicked-off GDC Europe conference in Germany, THQ Digital creative director Don Whiteford revealed his studio's first major title, Red Faction: Battlegrounds, being built by a core team of just four people. As reported by Gamasutra, THQ Digital Warrington – formerly known as Juice Games – is working on the companion game, due for release on Xbox Live Arcade and PlayStation Network before next year's March retail release of Red Faction: Armageddon. THQ's Danny Bilson previously said it would be available "three or four months" before Armageddon, putting the downloadable title's launch somewhere around December of this year. Gamasutra reported that Battlegrounds is a "topdown car, mech and rover combat title [...] with up to four players on the same screen" and offers the ability to "unlock unique elements in Red Faction: Armageddon." As for why a downloadable Red Faction game comes so close to a major retail release, Whiteford said that while " margins were looking very healthy in this space," a key part of the strategy is "building awareness and loyalty for the company's core brand products." And it seems to be working. This is our fourth post mentioning the game and it's only just been announced! [Update: THQ has dropped the press release – found after the break – and it's got some additional details. First, it's due for release in 2011 so, keeping with Bilson's earlier comments, we imagine an early 2011 launch. The game features destructible environments, just like its console cousins, and supports four-player local and online "pick-up-and-play multiplayer." The game is described as "a fast-paced multiplayer-focused vehicular combat game in which fast-attack vehicles, heavy tanks and combat walkers wreak havoc above ground and beneath the surface of Mars." It's apparently playable at Gamescom this week in Germany, so expect some impressions here shortly!] [Update 2: We've got the first trailer and screens from the game here. Or you can always click the handy "screens" or "video" tabs above.]
THQ lays off 60, focuses Juice Games, Rainbow Studios on downloads
THQ announced a bit of restructuring today, which means, sadly, layoffs. The publisher announced that it's refocusing Juiced developer Juice Games and MX vs. ATV/Deadly Creatures developer Rainbow Studios for content intended for digital distribution. The studios will be renamed THQ Digital Studios Warrington and THQ Digital Studios Phoenix, respectively. About 60 total staff are being laid off as part of this restructuring. Juice Games was already subject to layoffs in late 2008. The studios will develop games for "all major digital platforms, including Xbox Live Arcade, PlayStation Network, iPhone and iPad" -- so much for WiiWare and DSiWare -- and will also work together on a community platform to be used across THQ's lineup of core games.
