Borderlands 4 developer Randy Pitchford thinks that the franchise’s fixation on loot has made the video game series so popular.
Borderlands 4 director Randy Pitchford says he’s surprised more studios haven’t successfully replicated the looter-shooter formula that has made the franchise a global hit.
The Gearbox Software CEO reflected on the 16-year history of Borderlands and feels that few truly understand what makes players love making decisions about loot.
Pitchford told BBC Radio 5 Live’s Let’s Talk About Tech gaming podcast: “If other developers better understood why gamers love making decisions about loot, we’d have good competitors.”
The gaming boss revealed that with Borderlands 4 – which was released last month – the franchise is expected to surpass 100 million units sold, though he remains humble about that milestone.
Pitchford explained: “Our mission is to entertain the world. Which means we suck! Because there are billions of people in the world. We got a lot of work to do. Borderlands, with 4, we’re gonna cross probably 100 million units sold. That’s awesome compared to a lot of things. But it kinda sucks if your goal is to entertain the world. So I feel like we’re just getting started.”
Discussing why Borderlands has such staying power, Pitchford feels that the magic lies in its design loop — a constant cycle of looting, comparing, and deciding.
He said: “That decision — do I keep what I have or try the new thing — is a very compelling, fundamental need and skill our brains have.
“It’s a gratifying loop. Our brains need to do it and like doing it. We’ve reduced that instinct into a design that’s both scientific and emotional — and dare I say it, addictive.”
Pitchford added that while Borderlands continues to refine this formula, the series still feels like it’s “just at the beginning of its journey”.
Borderlands 4 boss Randy Pitchford surprised by game’s lack of competition
