Borderlands genre blend makes it “the only choice”, says Pitchford

Thursday, 7th February 2013 21:45 GMT By Brenna Hillier

Borderlands is a unique take on shooter RPG hybrids, which means it doesn’t have to compete with rivals – a deliberately established market position, according to Gearbox boss Randy Pitchford.

Speaking at DICE Summit 2013, as reported by GamesIndustry, Pitchford said that forcing gamers to choose between your product and somebody else’s can have negative results.

As consumers only have so much money, time and anergy to invest in entertainment products, they have to make a choice – one platform over another, for example – and because they’ve made a “good” choice, the rejected option becomes a “bad” one, Pitchford said. That’s how we end up in console fanboy comment thread wars. It doesn’t matter how good both choices are – only that, by default, each side has to be the villain for the other.

The Gearbox boss said developers shouldn’t let their games end up in a position like that, and took that mindset into Borderlands.

“We don’t like going head-to-head with good things because we don’t want to be the loser,” he said.

“We blended genres in Borderlands so we were the only choice – we couldn’t be the loser among consumers’ choice. It’s not a Coke or Pepsi decision – it’s a yes or no decision.”



  1. SlayerGT

    “shooter RPG”?

    Borderlands 1 maybe. Borderlands 2 is more an MMO in my eyes. At least in order to get to lvl 50. To “complete” the whole game you can not play it alone. Well, at least not since they patched (for better or worse) the shit out of the balancing. Thinking of deleting my save and patch data and starting over “offline”.

    #1 2 years ago
  2. Cobra951

    @1: I was going to say just about exactly that. It is not an RPG by any means. In an RPG, your character increases in power relative to his world as he levels up. In Borderlands 2, he loses ground to his enemies with every level up, particularly at the later levels. The game spits in the face of solo gamers, and doesn’t look back. Neither do I. I’m done with it entirely, without having spent a cent on DLC.

    #2 2 years ago
  3. SlayerGT

    @2 Yeah well as hesitant as I’ve been about season passes in general, im bummed that I gave in before I ever played vault hunter. The dlc for BL1 was such an improvement over the original content, I assumed…and the rest is obvious. Its the first season pass I’ve bought for any game and I regret it.

    The improvements to BL2′s story telling and writing, while great, don’t improve the overall experience vs BL1. The way I explained it to my buddy (who I HAVE to find time to play BL2 with) is, BL1-sp=great/ mp=awesome to BL2-mp=awesome/ sp=shitty.

    Idk. Maybe my expectations were too high. A victim of its own success. I won’t bother with BL3 unless the sp experience is paid more attention to.

    #3 2 years ago
  4. roadkill

    Woah what a surprise! More haters.

    #4 2 years ago

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