THQ announced a new partnership today with Random House Publishing, a move that THQ is touting as 'a pioneering step in transmedia - the establishment of a joint team to create and develop original intellectual properties ("IP") for publication across multiple mediums.'
Citing the recently published Homefront prequel novel as a collobarative example upon which they hope to build, THQ expects the first wave of IP to embrace the two companies' strong suits - games and books - with potential scope for branching out into other media further down the line - and an eye towards developing 'a rich IP universe that will allow for ongoing shelf life through other media'.
Lenny Brown, THQ's Director of Creative and Business Development when it comes to core games, was unequivocal in his outline of the company's goal:
'Working with the incredible team at Random House, we expect to build a huge IP universe from the ground up, exploring the characters, settings, and stories of these worlds in ways that let each medium do what it does best, and giving fans a truly unequaled experience. We hope to make this relationship the gold standard in transmedia.'
It is an optimism shared by Random House themselves:
'Working with THQ has been nothing less than a huge pleasure for us, and we have very lofty goals for where this project will go,' said RHPG's director of creative development, Keith Clayton. 'It's really inspiring to work side-by-side with partners who share our creative passions as well as our view on the evolution of the entertainment industry. We truly think that this is the new direction for entertainment, and we're proud to be leading the way as we provide a platform for storytellers to have their visions realized across multiple mediums.'
EA's Dead Space and Bungie's Halo franchises two notable examples (there are many) that have crossed over very well into books, graphic novels, animated films and shorts and THQ will be hoping for similar success on their own home front. [THQ]