The once mighty shovelware developer, THQ Inc., has found itself
surrounded, deep in enemy territory.
With the rise of the Wii and Nintendo based products, THQ has
been forced to move away from children's products and is trying to
succeed with what the industry calls, "core titles." These
are risky high development cost titles for an older demographic
that often either break out or make no operating profit at
all. Internal developers at THQ's Kaos Studios in New York
are working frantically on THQ's make-or-break title, Homefront,
while THQ runs low on cash. Kaos Studio's previous title was
rated in the mid 70's and Homefront is a brand new brand, so they
have their work cut out for them. The title appears to have
high expectations relative to last year's fourth quarter title
Darksiders, which earned ratings in the mid 80's and generated
modest sales. Analysts expect earnings of .34 compared to .06
in the previous fourth quarter.
Years ago, family based casual gaming was mostly concentrated on
a single platform, the PS2. Now, it is fractured onto many
consoles with stronger competition from first parties like Nintendo
and Microsoft. That has left THQ desperate to succeed in an
even more difficult market that competes with high quality products
by well capitalized publishers. So can a new title like
Homefront succeed when millions are already armed with Activision's
Call of Duty and Electronic Arts' Metal of Honor? It's
possible, but it will take some pretty extraordinary game
playing.
More likely, THQ is heading toward more game delays, more
mediocre sales, and more debt. Investors should proceed with
caution. THQ can easily get blown into bits playing this
game.