THQ's CEO Brian Farrell believes that Sony, Nintendo and Microsoft, the big console makers, need to be less rigid about supporting different business models.
The company are set to embark on a new experiment when they launch MX vs ATV Alive, where the game will have an RRP of £29.99, which can be supplemented with in-game purchases.
On the move, Farrell said: "We've had robust discussions with all the first parties, and I think everyone knows that the business is going to evolve over time. Let's all be innovative and flexible and move forward in a positive way to figure out what our consumers want."
MX vs ATV Alive is due for release in May of this year, on the three major home consoles.