THQ’s Digital Shift, A Growth Strategy in Action
Who Are They?
THQ was a leading American video game developer and publisher known for creating and distributing games across multiple platforms, including consoles, handheld devices, and PC. The company had a diverse portfolio spanning various genres, with a strong focus on both licensed properties and original franchises. THQ collaborated with major entertainment brands to bring popular IPs to life while also developing its own original titles. Its catalog featured a mix of hardcore gaming experiences, such as Saints Row and Darksiders, alongside family-friendly and casual games aimed at younger audiences and broader demographics.
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Where Were They Before Working With Us?
THQ faced numerous challenges in an evolving gaming industry. Heightened competition and underwhelming sales of key titles significantly impacted the company's financial performance. Additionally, as the gaming industry shifted toward digital platforms, THQ needed to adopt new strategies that prioritized a digital-first approach. The increasing dominance of major competitors such as Electronic Arts, Activision, and Ubisoft further compounded these challenges, weakening THQ's market position and limiting its ability to stay competitive in an increasingly digital landscape.​
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What Problems Were They Facing?
THQ struggled to adapt to the industry's transition to digital platforms, relying heavily on traditional retail-focused strategies that hindered its ability to capitalize on emerging opportunities in online, mobile, and downloadable content. The complexities of digital distribution required a strategic shift to remain competitive in a rapidly evolving market led by dominant industry players. These challenges underscored the need for a well-defined digital strategy to support THQ's future growth and market relevance.
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What Did We Do To Solve It?
To support THQ’s transition to digital, I developed a comprehensive global digital strategy that shifted focus from traditional video games to digital-first formats. This approach included launching innovative mobile games that achieved 40%+ ROI, executing targeted mobile advertising campaigns that generated 100M+ impressions, and introducing downloadable content (DLC) to create new revenue streams. I leveraged market insights and technical expertise to drive strategic partnerships and oversee successful gaming app launches, including Fruit Ninja: Puss inBoots (#2 paid app with 625K+ downloads in 60 days, delivering 40%+ ROI) and Kung Fu Panda 2 (#8 paid app and #1 kids app). Additionally, I secured a high-impact partnership with Rovio’s Angry Birds, driving over 100M impressions for the Rio video game through in-game advertising, effectively expanding THQ’s digital reach and visibility.
Andy Hodgson
Vice President
Global Brand Management
"Lisa has a deep understanding and background in global brand management and consumer marketing. Lisa's experience and responsibilities included world-class brand marketing, social media marketing, global communications among other areas.
Lisa's experience in taking brands to digital and her deep knowledge of entertainment is second to none. Lisa has pulled of some of the most integrated marketing campaigns I have ever seen."
Karly Young
Strategic Advisor
"Lisa Perry is a multifaceted marketer and one of the sharpest strategists in the industry. She has a remarkable talent for analyzing new and/or existing product(s) from a holistic POV, then dissecting its core essence to position, market, and sell it across multiple global channels.
While at THQ, Lisa pioneered the kids’ digital & mobile marketing initiatives—implementing FaceBook & Twitter campaigns, website engagements, SEO (YouTube & Google), DLC and unlockable content for several premium kids brands such as SpongeBob, Puss ‘n Boots and Kung Fu Panda.
Lisa knows how to reach consumers in any medium with an eye always on driving awareness and achieving ROI. And she delivers. Her group alone was responsible for more than $175M in global video game sales—no small feat."
Alison Quirion
Vice President
Global Brand Management
"Lisa led the group in transitioning into a globally responsible team and implemented new procedures to support that transition. Lisa also was responsible for maximizing the marketing value of her products based on licenses, achieving many successes in a challenged marketplace."