The head of Gearbox says that Borderlands 3 will not be at E3 2018, but he assumes people won’t believe that.
The magic trick: The head of Gearbox has spoken in a series of tweets about magic and what people are willing to believe. According to Pitchford, people believe what they want to believe. They consider tricks real and real things magic. Their expectations determine what they think about something.
Borderlands 3 not at E3: Pitchford then says: “I could precisely and specifically say now that Borderlands 3 is not at E3, but many of you will choose not to believe it. You will find a way to read out of my words what you want to believe and not what is true. Pitchford even believes that the announcement ‘Borderlands 3 not at E3’ will further fuel the debate.
4/ For example, I could write it out now precisely and specifically that “Borderlands 3” will not be at E3 and many of you will choose not to believe it. Many of you will find a way to interpret the intent to suit what you want to believe regardless of what is true.
— Randy Pitchford (@DuvalMagic) May 15, 2018
But we are working on it: Pitchford ends his series of tweets with thanks to the fans. The developers at Gearbox are working harder than ever to develop new and exciting things that will entertain players. Pitchford loves how important Borderlands is to everyone.
Gearbox employee confirms this: The Shacknews page also reports that a Gearbox employee confirmed in front of a room full of journalists: Gearbox will not be at E3 this year with Borderlands 3, but with other games.
Why is that so funny? Borderlands 3 is supposed to be released according to everything we know by March 2019. But it still hasn’t been announced. That’s why it was expected to be at E3. That was actually the logical stage to present the game to the public.
Borderlands 3 in discussions, but nothing said
Why is he doing this? Pitchford says he believes this “non-announcement” fuels the debate even more. So they’re bringing Borderlands 3 back into the conversation without ever having announced it. This has become typical for the game.
Okay, then not: One should probably take it at face value that Borderlands 3 will not be at E3. Not even under another name or so. Maybe this is a strategic decision to skip E3 2018, where one would have to share the spotlight with many other games, including direct competitors like the Destiny expansion Comet, The Division 2, Anthem, and other titles.
Model Fallout 4?
Short hot phase: Borderlands 3 is big enough that it can attract attention even with a later reveal – perhaps in July or August. There’s no need for a trade fair. Other games have shown how to successfully manage a short announcement phase, including Fallout 4. It was announced in June 2015 and released in November 2015. Many found such a “shortened” time more pleasant than being fed thin information for months.
And it’s not as if someone has to explain the brand “Borderlands” to anyone or build up hype. That should already be there.
