THQ has urged all three major platform holders to be less rigid and open up to new business models.
The publisher is currently undertaking what it calls a “noble experiment” with racer MX vs ATV Alive, where it is charging £29.99 for the title and letting users add to it with free and paid-for downloadable content.
CEO Brian Farrell says this has been inspired by the free-to-play browser model, and has called on Sony, Nintendo and Microsoft to help them experiment further.
He told MCV: “We’ve had robust discussions with all the first parties, and I think everyone knows that the business is going to evolve over time. Let’s all be innovative and flexible and move forward in a positive way to figure out what our consumers want.”
In terms of MX vs ATV Farrell added: “We’ve seen the emergence of the free-to-play model where people will pay for the experience they want. We are applying that to the console business.”