Following the release of Gearbox Software`s newest title, Borderlands 4, CEO Randy Pitchford candidly declared, “We suck.” He clarified his reasoning in a BBC Radio 5 Live interview, explaining that while Gearbox`s ultimate mission is to “entertain the world,” their current reach only scratches the surface of that monumental ambition.
“With billions of people globally, we have substantial ground to cover. The Borderlands franchise is projected to surpass 100 million units sold, with Borderlands 4 contributing to that, which is a remarkable achievement for many. However, when your objective is global entertainment, it highlights how much more there is to accomplish. It truly feels like we`re only at the beginning.”
Pitchford further noted that, by 2025, after almost two decades, Gearbox is “just now hitting its stride” in developing Borderlands titles. “It feels like we`re beginning to master it, having explored many possibilities,” he commented. “Yet, I don`t believe we`re anywhere close to the conclusion of this journey.”
Current figures indicate that over 94 million Borderlands games have been sold across the franchise. This means Borderlands 4 needs to sell approximately 6 million copies to propel the series beyond the significant 100 million mark.
Historically, Borderlands 3 achieved over 23 million sales, making it 2K`s quickest-selling game. The overall best-seller for 2K remains Borderlands 2, with more than 30 million units sold. As of now, specific sales data for Borderlands 4 has not been publicly disclosed.
Competition in the Looter-Shooter Space
During the same BBC interview, Pitchford expressed surprise that other studios operating in the looter-shooter genre haven`t managed to rival Borderlands` success to the extent he anticipated.
“If rival game designers truly grasped the essence of what makes these games successful, we`d see a more robust and competitive landscape. However, that hasn`t materialized. It`s peculiar. Many who enter this space seem driven primarily by market trends or a desire to imitate, rather than a genuine creative or design vision. Their motivation appears to stem from business calculations or simply wanting to be something they`re not.”
Pitchford confessed that following the original Borderlands` debut in 2009, he “fully expected” a surge of developers to enter the looter-shooter genre, leading to numerous imitative titles. Yet, he feels this anticipated proliferation of robust competition didn`t manifest as strongly as he had envisioned.
While several other prominent looter-shooter titles have emerged since Borderlands, such as Destiny and The Division, each has carved out its unique niche in the gaming market, proving that the genre has indeed grown beyond Borderlands` sole influence.
Pitchford`s Candid Style
Pitchford is well-known for his provocative remarks. Previously, he suggested “true fans” would purchase Borderlands 4 even if it cost $80 (which it didn`t). Post-launch, he engaged with players regarding technical glitches, implying some were “4K stubborn” and advising unsatisfied customers to seek refunds.
