Gearbox's Randy Pitchford has told Eurogamer TV that he's "totally terrified" over the release of Borderlands and the subsequent heavy titles the game is up against this holiday season.
"When people take risks and it's not rewarded, in the case of Mirror's Edge, it's makes it harder for others to be comfortable taking risks," said Pitchford. "Yeah, I'm terrified. And [Borderlands is] an original brand, too, so it's even more risky."
However, Pitchford stated that if the industry continued doing "the same stuff we don't push ourselves forward anymore", as used BioShock as an example of a new IP that did well with its release schedule and word of mouth.
"There are those of us that play everything and we're begging for fresh stuff, so I'm hoping that helps," he added. "And if it's good, it'll get noticed."
Game's out for PC, PS3 and Xbox 360 this October.