2K Games has said to MCV that they believe that Borderlands is an "incredibly strong offering" for Christmas, standing up against the likes of Halo 3: ODST, Modern Warfare 2 and Assassin's Creed II.
"Created by veteran developer Gearbox, we think that Borderlands can stand shoulder-to-shoulder with any game – it’s slick, fast-paced, tremendously polished, and incredibly stylish," said 2K's UK marketing manager, Simon Turner.
Turner even went further to say that it could be the start of an entire new genre.
"We think that Borderlands could create an entirely new genre – Role-Playing Shooter. Think of Diablo in a Mad Max world and you’re close."
More through the link.
Game's out on PS3, 360 and PC on October 23 from Gearbox.