THQ's VP of core games, Danny Bilson, has claimed that television is becoming an increasingly irrelevant medium for videogame marketing.
Speaking to the[a]listdaily, Bilson said "One of the bigger questions we have to ask ourselves is how important is television? How important is television to a core gamer on a non-television brand? So I think television has some relevance on WWE and UFC because I consider those TV brands. But our other stuff, I question it severely.
"Itís incredibly expensive, and what I can do with two million dollars, which will buy a few TV spots on a big sporting event, what I can do in outdoor, or on the web, or direct-to-consumer is way more exciting.
"You know where I want to market? I want to market on Xbox Live. I want to market on PSN... Television is a big question mark for me."
This follows EA's revelation in May that it is to tone down its TV spending, citing friend referrals as being a bigger cause of game sales. Just three months previously, EA had allegedly spent over $2 million on a 30-second superbowl ad for Dante's Inferno.
Bilson also revealed that one of THQ's current marketing strategies is to create early trailers which do not feature in-game assets, in order to not distract studios from development time on the games themselves.