THQ's flagship off-road racing series, MX vs. ATV, has passed a significant sales milestone today, with more than ten million units having sold to customers since the franchise began in 2004.
A new game, MX vs. ATV Alive, will be announced live during the opening ceremony of the AMA Supercross season on January 8. It is thought that this could be the title which pioneers THQ's new strategy of low price points and extended DLC hinted at by CEO Brian Farrell in an investor call last year.
"This record-setting milestone for the MX vs. ATV franchise is the culmination of consistently delivering genre-defining innovations and the most authentic motocross racing experience for fans worldwide," said Michael Lustenberger, THQ's vice president of global brand management.
"The next iteration of MX vs. ATV will take the series to an exhilarating new level, and we are absolutely thrilled to unveil the first trailer during the 2011 Monster Energy AMA Supercross season opener."