It's time to throw out the old playbook, says THQ president and CEO Brian Ferrell, because the the industry's traditional hardware cycles no longer exist.
Ferrell's comments stem from a presentation at today's Pacific Crest 10th Anniversary Technology Leadership Forum.
"We used to always think of this industry as 'the cycle.'" said Ferrell. "I think the reality now is there are several sub-cycles."
THQ's leader sees at least three separate sub-cycles: 1) the handheld market, 2) what Nintendo's done with Wii and 3) the continued competition between Xbox 360 and PlayStation 3. There's even an emerging sub-cycle in the online world, he said.