Pitchford: ‘New IP can launch at any time’

Borderlands 2 developer Randy Pitchford wants to see more new IP released – despite the age of the current consoles.

The Gearbox boss points to 2009’s Borderlands as proof that you can launch a new franchise at any time, as well as previous titles his studio has worked on.

He added that this can help break up the glut of sequels and spin-offs that flood the charts.

Part of the reason there are lots of sequels is because that’s what people are investing in,” Gearbox CEO Randy Pitchford told MCV. I’ve never understood that.

We launched the first Brothers in Arms in March 2005 and we sold 3.2m units. Xbox 360 launched in November 2005 so that’s about as end of the lifecycle as you can get. And you know what else launched in Q1 of 2005? God of War.

You can create IP at any time. You just have to make something that people want.”

His comments follow E3 surprises last month, such as Sony’s Beyond: Two Souls and Ubisoft’s Watch Dogs.

Pitchford also urged developers to try creating more titles that step away from the usual best-sellers.

Some companies look at the market leaders and try to beat them at their own game,” he said.

That’s a fine strategy if you’re capable of it. But it’s like going to the ice cream store. Everywhere serves vanilla ice cream, but if you eat that a lot, you will beg for a bowl of rocky road.

Let’s say Call of Duty is vanilla and [EA] is trying to have their own vanilla brand that sells more. I want to be involved in things that wouldn’t have existed but for us. With Borderlands, there’s no doubt that’s true.”