14 DAY TRIAL // A new generation of video game consoles would almost certainly drive up the price of games, at least according to THQ's core games boss Danny Bilson.
Currently, homes consoles consist of the PlayStation 3, Nintendo Wii and Xbox 360, but all are getting a bit old, with most of them being launched back in 2006 or 2007.
As such, many people are already proclaiming the end of these platforms, and, based on the life cycles of previous generations, expect new hardware to arrive in the next couple of years.
THQ, at least, isn't one of them, as the company is adamant that a new console generation would mean bigger development costs that will almost certainly drive up the price of video games.
When asked by Eurogamer about the possibility of a new set of home consoles, Bilson said that he hoped the current cycle would last for at least a few more years.
"It would be horrible," said Bilson. "It still costs us a fortune to make games on this platform. If they're going to up the scale, up the art, up the content, I don't know how to make that and sell it to anybody for under $100 a game."
Through recent upgrades like the Kinect or the PlayStation Move, console makers have revealed that they are extending the life cycles of the current hardware, in order to keep them around for a longer time, so Bilson wants companies to try and compete through content, not through technical achievements.
"We're not going to get beat by another hardware upgrade like every five years like it was before," Bilson added. "It's up to us to compete in graphics and creativity. Sometimes I hope good creativity and style will be able to be more important. It is more important."
THQ is currently reinventing itself, and has revealed both a revised logo as well as the fact that it will continue its cheaper game strategy, selling new titles with a lower price tag, in order to ensure people afford it, and then getting money back through the delivery of paid DLC.