One thing is clear. Gearbox is gutsy and so is their outspoken president Randy Pitchford. When you’re releasing your original IP amidst heavyweights like Halo 3: ODST and Modern Warfare 2 this holiday season, you have to be. While most games have been pushed back to 2010 in fear of being dominated by the aforementioned heavyweights, Gearbox and publisher 2K Games pushed against the current. When Gearbox unveiled the cover art for their shooter Borderlands last week, they proved just how committed they were to defying convention.
Pitchford explained to IGN why they went with the striking cover, “I think the idea the cover is going for is pretty clear – Borderlands will blow your mind.” The cover was expectedly met with some apprehension, but Pitchford believes his audacious game demanded an equally audacious cover design. “In conversations I had with Christoph Hartmann, President of 2K Games, it was really clear to me that he really believed in the value of the risks we were taking with the game and how it pushed things forward and he really was eager to push things with the box cover as well.”
So far, Pitchford is pleased with the response the cover has been getting, “Judging from the response so far, it looks like it was the right call. It makes me really glad that we’re in a world now where gamers want freshness and originality and people like us are being rewarded and applauded for taking risks and pushing things and that is certainly what I see happening with Borderlands.” And we’re glad we’re in that world, too.