The CEO of Borderlands 4 invites his fans to help him by engaging with a new video. This would ensure that the suit-wearers at the managerial level make the right decisions.
Who is it about? Randy Pitchford is the CEO of Gearbox Software and the mind behind the Borderlands series. However, starting in May 2025, he got into a dispute with the fans:
- The trigger was a statement to a fan, that a “real fan” would figure out a way to come up with the money to purchase Borderlands 4.
- After a major backlash, the CEO provided a detailed explanation, which did not go over well with the fans.
- The CEO continually caused more trouble with fans with new posts, worsening the situation further.
- When the price of Borderlands turned out not to be higher than that of Borderlands 3, the situation eased a bit, and the CEO’s tweets also changed.
Despite the ongoing conflict with the fans, he is now appealing to them. He needs their help so that the decision-makers at the managerial level make the right decisions.
Here you can see the character Short as Exo-Soldier Rafa:
Influence on the Suit-Wearers
What should the players do? The advertising campaign for Borderlands 4 is currently in full swing. New trailers, videos, and gameplay featuring the characters are repeatedly shown on social media, and these videos are what it’s all about. Instead of conventional advertising measures, the publisher 2K is focusing on elaborately animated short films about the game.
The CEO asked his followers on X.com to “share and retweet” the latest “Character Short” featuring Exo-Soldier Rafa. As a reason for the call for interactions, he stated that the numbers on the posts have a direct influence on the “suit meetings and conference rooms”.
So, anyone who prefers to see videos like the “Character Short” instead of “normal advertising” should interact to ensure that the managerial level takes notice.
Can’t the CEO decide what advertising comes out? Although Randy Pitchford is the head of Gearbox Software and thus the head of Borderlands 4, he does not have the decision-making power over advertising campaigns. The company was restructured after its founding and then sold to the Embracer Group in April 2021.
In 2024, Take-Two Interactive purchased the company for its publishing brand 2K. Therefore, the design of suitable advertising measures does not rest solely with the CEO of the subsidiary. Marketing decisions are made at the publisher 2K.
Pitchford, however, is responsible for decisions related to the game, even if he can of course voice his opinion and influence advertising. He has presumably used this to shape the current advertising campaign for Borderlands 4 with the videos we can currently see on YouTube, and it would likely benefit him if they perform well.
Borderlands 4 will differ significantly from part 3. Not only the new planet, but also the entire design philosophy has changed due to the removal of technical limitations. More about what makes part 4 better, you can find out here: “Less Border, more Lands” the CEO reveals what will fundamentally change in Borderlands 4
