Late last week, we interviewed Brian Farrell, CEO of THQ (NSDQ: THQI), about his plans to improve the business after a lackluster year. On the mobile side, Farrell said THQ has “learned an awful lot about what works and doesn’t work in the mobile space, and we see it as a legitimate platform”, adding that as handsets such as the iPhone become more prevalent the market for games will increase. Farrell sees the problem with mobile games as being a playability problem, which the iPhone has solved—THQ has announced a number of games for the iPhone. The other difficulty with mobile games is promotion, and THQ’s primary strategy for mobile is to release games based on big brands (whether game brands or otherwise) so they can be launched on the back of the publicity for the brand—and it’s certainly not alone in this. For those mobile games it develops based on original IP, Farrell said the marketing is difficult and has to be around word-of-mouth. More details at paidContent.org.