2K believes its new IP Borderlands can “stand shoulder-to-shoulder” with this Christmas’ biggest games, which include Call of Duty, Halo and GTA.
The Bioshock publisher told MCV that it hopes Borderlands can become a long-term franchise for the firm, and may even spawn a new genre of shooter.
“Borderlands is an incredibly strong offering for this Christmas,” said 2K’s UK marketing manager Simon Turner.
“Created by veteran developer Gearbox, we think that Borderlands can stand shoulder-to-shoulder with any game – it’s slick, fast-paced, tremendously polished, and incredibly stylish.
“We think that Borderlands could create an entirely new genre – Role-Playing Shooter. Think of Diablo in a Mad Max world and you’re close.
“Our goal with all new IPs across our publishing label is to create long-standing franchises.”
Borderlands it set to make the most of big name titles moving out of Q4, and 2K has planned a huge marketing push, including a heavyweight TV campaign on terrestrial and satellite channels, cinema ads, specialist press and a website take-overs on IGN, Eurogamer and Gamespot.
Borderlands is scheduled for release on Xbox 360, PS3 and PC on October 23rd.