Randy Pitchford Archives

Borderlands 4 is set to launch on both Steam and the Epic Games Store, marking a significant shift from the strategy employed for its predecessor, Borderlands 3. This change in approach has garnered attention, not only because of the dual-platform release but also due to the history between Gearbox Software and these digital storefronts. Borderlands 4, announced during Gamescom Opening Night Live, is slated for a 2025 release and promises a villain “far more dangerous” than Handsome Jack. Randy Pitchford’s Earlier Criticism of Steam Back in April 2019, Gearbox co-founder and president Randy Pitchford made headlines with his bold prediction that Steam could become "a dying store" within 5-10 years. This statement, made during a time of heated competition between Steam and the then-emerging Epic Games Store, sparked controversy. Fast forward to 2024, and Pitchford finds himself addressing this very prediction as Borderlands 4 prepares for a simultaneous release on both Steam and the Epic Games Store. Rationale Behind Launching Borderlands 4 on Steam Responding to a viral post on social media platform X, which highlighted his earlier prediction, Pitchford clarified his stance on Steam’s relevance in the gaming industry. He acknowledged that his prediction might have come true “if Epic successfully pressed its advantage.” However, the landscape of digital distribution has evolved, and Steam remains a dominant force in the market. https://twitter.com/DuvalMagic/status/1826607833145651458?ref_srctwsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1826607833145651458%7Ctwgr%5Eb9b2d43284c64af8fb12b43fbdf41d68434ad7ac%7Ctwcon%5Es1_&ref_urlhttps%3A%2F%2Fwww.gamespot.com%2Farticles%2Fheres-why-borderlands-4-is-launching-on-steam-after-borderlands-3-didnt%2F1100-6526062%2F Pitchford elaborated on why Borderlands 4 will be available on Steam, stating, “Steam does very little to earn the massive cut they take and continues its effective monopoly in the West while would-be competitors with much more developer-friendly models continue to shoot themselves in the foot.” Despite his criticisms, Pitchford admitted to being a Steam customer and developer, indicating that personal convenience, especially as a Steam Deck user, plays a role in this decision. Reflecting on Borderlands 3’s Epic Games Store Exclusivity When Borderlands 3 launched in 2019, it was initially exclusive to the Epic Games Store on PC, a move that was seen as both bold and controversial. The game eventually became available on Steam in March 2020, six months after its initial release. While the exclusivity deal seemed like a massive success at first, it also faced its share of criticism from the gaming community, particularly among Steam loyalists. Interestingly, Tim Sweeney, founder and CEO of Epic Games, recently admitted that many of their exclusivity deals “were not good investments.” Although Sweeney did not provide specifics, this revelation has led to speculation about whether the Epic Games Store’s strategy of securing exclusives, including Borderlands 3, truly paid off in the long run. Epic Games Store Exclusivity Deals: A Mixed Success Sweeney’s comments have shed light on the mixed results of Epic’s aggressive push for exclusivity deals. While some games benefited from the exposure and financial backing, others didn’t perform as expected. Sweeney noted that the free-games program on the Epic Games Store had seen a much better return on investment, further complicating the narrative around exclusivity deals like the one for Borderlands 3. Conclusion With Borderlands 4 launching on both Steam and the Epic Games Store, Gearbox and Pitchford appear to be hedging their bets, ensuring that the game reaches the widest possible audience. This decision reflects a more nuanced understanding of the current digital marketplace, where platform exclusivity may not always be the best strategy. As the game approaches its 2025 release, it will be interesting to see how this dual-platform launch impacts its reception and sales, especially in light of the lessons learned from Borderlands 3’s release strategy. Also Read:

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Randy Pitchford

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