MX vs ATV experiment unsuccessful — THQ

THQ’s clever plan to sell a game at a lower cost and drive sales through heaps of post-launch downloadable content has failed, the publisher’s admitted.

The company released MX vs ATV Alive earlier in the year at a budget price of $40, and while that approach did increase sales, it wasn’t enough to build a large enough userbase.

“The key learning is that it was not a successful experiment,” according to CEO Brian Farrell.

“Our takeaway there is it’s not a great model in the console market because with the high fixed cost of goods in the current console model, you can’t get the price low enough to drive that installed base out there to drive the DLC.”

Farrell was talking on the publisher’s recent earnings call.