MX vs. ATV Alive is an off-road racing game developed by THQ Digital Studio Phoenix and published by THQ. The game is the fourth title in the MX vs. ATV series, following MX vs. ATV Reflex, and the last game in the series published by THQ. MX vs. ATV Alive was released on May 10, 2011 for PlayStation 3 and Xbox 360. It was the first THQ game to be launched with a new pricing model, where the game would be sold at a lower retail price than most new releases ($39.99 in the United States), but with a larger amount of paid downloadable content. A later installment of the series, MX vs. ATV: All Out, also utilized a similar pricing model.