Gamasutra has published a interesting THQ Q&A session.
Here you can read the entire session ( they talk about Saint Row 2 and others THQ non-Wii games ):
http://www.gamasutra.com/php-bin/news_index.php?story=18375
THQ's view about Wii:
Marketing and Targeting The Wii Audience
It's interesting to see the breadth of titles you've got here, and your strategy with the Wii, with games like de Blob, that it seems like the whole industry is waking up to.
BA: When you look at what we've done, in terms of creating original IP for the Wii, we're obviously dedicated to it. As a company that led on Nintendo, historically, on Nintendo platforms, we think we understand that customer really well, so it's not surprising that THQ is bringing original IP to the Wii, like Deadly Creatures, and like de Blob, and the cheerleading game that we've announced. All very, very different games; all targeted to a very different kind of gamer; but it speaks to how the Wii is broadening the consumer base for gaming. And we have titles that address each one of those broadening segments.
Deadly Creatures is a game that I don't think would get green-lit at a lot of other publishers, you know? But because of our background, and our understanding with Nintendo - our commitment to innovate on the Nintendo platform, and not just bring over ports of console games - I think that's going to do very, very well for us.
It seems like it's been a challenge for a number of publishers to have have talent that's well suited to striking up an original Wii project.
BA: Yeah, I think that's an excellent question, because what we saw in the industry, and in talking to a lot of other publishers, as well as external developers -- there was a lack of confidence, I think, in the Wii in general, at first. And, look, if you're a top notch programmer, or an art director, your first choice, probably, is not to work on a platform that has some limitations - some processing and graphics limitations.
Again, I think this is where at THQ, that worked very well to our advantage, to be a leader on Nintendo platforms. We had dedicated internal studios to develop on the Wii, and I think that was one of the big differences between us and our competitors; where our competitors may have been more focused on the PS3, or the 360 early on in that cycle, and now they're having to play catch-up. And as we know, if you're going to compete on the Wii, you have to bring on your best, and that's internal talent, not necessarily external.
In some ways it's sort-of a more brutal market, because you can somewhat count on the core audience to keep informed about what's coming out, but a number of people on the Wii just buy off the shelf.
BA: Well, I think when you look at what's selling on the Wii, Nintendo's done a great job of bringing their brands to the console, and doing it with traditional Nintendo quality. They've built up and brought in new consumers into their platform, and it's up to us - THQ specifically is understanding this, and then making games for the expanded market.
I think marketing does matter on the Wii, because you are, in general, reaching people who haven't been gamers, historically. So, marketing matters, but also game quality matters, and innovating on the platform matters, in terms of how you use the Wiimote and the new functionality. That's why when you bring over ports, they simply just won't work on that platform.
JM: If I could interject: That said, while there is a broadening of demographic on the Wii, you also have a lot of core gamers who bought the Wii. So the early adopters of the Wii also already have the 360 and the PS3. So something like a Deadly Creatures, they're getting very excited about that kind of game, versus, you know, mom and pop may be more excited about Big Beach Sports. So, still, within the Wii, you're able to strike a chord with the core gamers, if you're able to make a game that's cool, like Deadly Creatures.
How has THQ been approaching that market with the Wii?
BA: When you look at the Xbox 360, primarily in North America, it's a great platform for shooters, and it's also a great platform to launch original IP on, but the way you launch original IP is very, very different, from a marketing perspective, than the way that you would market something on the Wii.
The audience is very, very different; the games are very, very different. What we've found with the Xbox 360 and PS3 - we lean a little bit heavier into the online space, in terms of how we market. We also reach out there to social communities that are on the web. Our games are perfectly aligned to that.
For WWE on the Wii, there is a great community of WWE fans, and we know them, we know how to tap into them. Likewise with Saints Row. There's a great social network that was built up around that game, and we market to them specifically, via online channels. That's something that we would not necessarily do when we are marketing a game on the Wii.
So with a Wii game you'd target, say, a parenting or lifestyle magazine, rather than targeting like a gaming magazine?
BA: Yeah, you know, it depends on the game. But if you take our cheerleading game that we've announced - we have an association with professional cheerleading in colleges, and we're going to be doing some grassroots marketing out to them. That's obviously something that's unique on the Wii. Also, with Deadly Creatures, which is more of a game that appeals to a core gamer, I think we have some really unique online marketing that we're going to be doing for that title as well.
It's no secret that some studios have been struggling to sell games on the Wii, even though the system is a runaway success. It was also the problem with the DS, and the problem with the GameCube. It's hard to stand out.
BA: We were there at the launch of the Wii with six titles, primarily in the kids' space. So this is the broadest and most diversified portfolio of product that we've launched on the Wii. So, again, as you can see, they are games that are very specifically targeted to different audiences. Kind of "one size fits all" is something that may not be appropriate from a developer or a marketing perspective, when it comes to Wii games.
You had Avatar, and at least one SpongeBob...
BA: Right. And we brought out Cars; we brought our Pixar properties to the Wii.
Those were all based on existing properties, with built-in audiences. It seems now that where the rubber is going to meet the road is to find out if the same strategy will work with Deadly Creatures and de Blob.
BA: Original IP brought to the Wii, we think, is a great way to go with that platform right now.
It also seems like the only way the platform is going to remain compelling in the long run, which is a problem for Nintendo as much as it is for third party publishers. Some of the well might dry up. Nintendo can provide games like Mario Kart, Smash Bros., Wii Fit -- all of which are going to be mega-hits -- but the well dried up eventually on GameCube.
BA: Right. And Nintendo recognizes this, and they've been extremely supportive on both the technical side of the business as well as on the consumer marketing side of the business. We have a great partnership with them, and I think that they realize that Deadly Creatures and games like de Blob only seek to further broaden their platform. They've been helping us on the technical front as well, and we have a great relationship with them - and a lot of history with them.
THQ in the very old days was very Nintendo-focused, and your licenses fit very well with the demographics.
BA: And, you know, we haven't talked a lot about the DS, but also there's an example where THQ brought an original IP first to the DS. The DS has become a great platform to experiment on. Things like Drawn to Life - which was a top 15-selling DS game - original IP, based on creativity. We think the Drawn to Life brand has big potential on Nintendo platforms, and you're going to see us doing more with that brand in the future.
But it's a great platform to experiment on, and our internal development teams love the DS platform. Something can be introduced there, and nurtured, and then expanded.
“In the entertainment business, there are only heaven and hell, and nothing in between and as soon as our customers bore of our products, we will crash.” Hiroshi Yamauchi
TAG: Like a Yamauchi pimp slap delivered by Il Maelstrom; serving it up with style.
