Randy Pitchford, CEO of Gearbox Software, controversially stated, “We suck,” following the release of their newest title, Borderlands 4. His reasoning stems from the studio`s ambition: to “entertain the world.” Pitchford noted in a BBC Radio 5 Live interview that despite their success, they are only reaching a fraction of the global audience.
He elaborated, “There are billions of people in the world. We have a lot of work ahead of us.”
While the Borderlands franchise is projected to exceed 100 million units sold with Borderlands 4, a remarkable achievement for any game series, Pitchford perceives it as insufficient when the ultimate goal is global entertainment. He concluded, “So I feel like we`re just getting started.”
Reflecting on nearly two decades of development, Pitchford remarked that in 2025, Gearbox is “starting to get pretty good” at crafting Borderlands titles. He expressed a sense of progression, stating, “It feels like we`re starting to figure it out. I feel like we`ve explored many possibilities. But I don`t think we`re anywhere near the end of this journey.”
Borderlands Franchise Sales Performance
Current figures show the Borderlands series has sold over 94 million units. For the franchise to surpass the 100 million mark, Borderlands 4 needs to sell at least 6 million copies.
Borderlands 3 achieved over 23 million sales, making it 2K`s quickest-selling game. However, Borderlands 2 remains 2K`s all-time bestseller, having sold more than 30 million units. As of now, official sales figures for Borderlands 4 have not been disclosed.
Competition in the Looter-Shooter Genre
During the same BBC interview, Pitchford also commented on the looter-shooter genre, expressing surprise that other studios haven`t managed to rival Borderlands` success to the extent he had anticipated.
He suggested that if competing game designers truly grasped the essence of the genre, there would be “more competitors, or good competitors.”
Instead, Pitchford observed a lack of deep understanding among those entering the market. He believes many are driven by “market analysis” or a desire “to be something you`re not,” rather than genuine creative or designer-led ambition.
Pitchford admitted that following the original Borderlands` release in 2009, he “fully expected” a surge of developers “imitating and aping” its success within the looter-shooter genre. However, he feels this widespread emulation never materialized to the degree he envisioned.
Despite Pitchford`s perspective, numerous other looter-shooter titles, such as Destiny and The Division, have indeed entered the market since Borderlands` debut, each establishing its unique presence and impact.
Pitchford`s Controversial Comments
Randy Pitchford has a history of making provocative statements. Prior to this, he controversially claimed that “real fans” would readily purchase Borderlands 4 even at an $80 price point (a price it ultimately did not carry). Post-launch, he engaged in heated discussions with players regarding technical problems, suggesting that those experiencing issues were “4K stubborn” and implying they should seek refunds if dissatisfied.
Fadefields Vault Fragments in Borderlands 4
For players seeking guidance, here are visual aids for locating Fadefields Vault Fragments within Borderlands 4:
