Borderlands Art Style Change Cost $50 Million

The iconic Borderlands look was a $50 million gamble that changed the game's development months before launch. This was a huge change from the original realistic style.
By Newsroom | Gaming, Business |

A radical, last-minute shift in visual design for the Borderlands franchise, undertaken mere months before its initial release, cost its publisher an estimated $50 million in development. This eleventh-hour alteration, which replaced a "grounded, realistic" aesthetic with the now-iconic comic-book-inspired style, was deemed essential for the game's eventual commercial success, according to Take-Two CEO Strauss Zelnick. Without this pivot, Zelnick contends, the title would have faltered in a crowded market.

Take-Two Boss Says Borderlands' Last-Minute Art Style Change Cost $50 Million, but Without It the Game Would Have Flopped - 1

The decision was not without considerable internal friction. Graeme Timmins, the creative director for Borderlands 4 and lead level designer on the original, described the directive as "f*ing insane" at the time. The change necessitated a near-complete overhaul of game levels, with only a few retaining their original design. This drastic measure was taken under duress, with development teams working against tight deadlines, specifically the "Alpha milestone."

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Take-Two Boss Says Borderlands' Last-Minute Art Style Change Cost $50 Million, but Without It the Game Would Have Flopped - 2

The Competitive Crucible

The impetus for this dramatic stylistic reinvention appears to have stemmed from a strategic appraisal of the competitive landscape. With major studios like Bethesda preparing to launch Fallout 3 and id Software working on Rage, the original, more conventional art direction for Borderlands was seen as visually overlapping with Bethesda's offerings. Art Director Adam May highlighted this concern, suggesting that the initially planned realistic style failed to distinguish the game or align with its intended tone and gameplay.

Take-Two Boss Says Borderlands' Last-Minute Art Style Change Cost $50 Million, but Without It the Game Would Have Flopped - 3

The art team, led by individuals such as Brian Martel and Brian Cozzens, presented the idea of adapting the game's look to a "living, breathing comic-book style" to then-Gearbox CEO Randy Pitchford. Pitchford, initially apprehensive given the project's advanced stage and proximity to critical milestones, ultimately granted a brief window – two weeks – for the team to demonstrate the feasibility of this new direction.

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Take-Two Boss Says Borderlands' Last-Minute Art Style Change Cost $50 Million, but Without It the Game Would Have Flopped - 4

Enduring Style, Lingering Issues

This bold aesthetic choice has since become a hallmark of the Borderlands series, contributing to its enduring identity across multiple installments, including the recent Borderlands 4. Despite its visual distinctiveness, later entries in the franchise, such as Borderlands 4, have reportedly grappled with significant technical issues, with the unique art style sometimes serving to "paper over the cracks."

The Borderlands franchise, now recognized for its unique cel-shaded appearance and distinctive humor, continues to maintain this visual signature. The success of this unconventional approach, born from a high-stakes decision and substantial financial investment, has cemented its place in gaming history.

Frequently Asked Questions

Q: Why did the Borderlands game change its art style so late in development?
The developers changed the art style from realistic to a comic-book look to make the game stand out from similar games like Fallout 3. This change happened months before the first game was released.
Q: How much money did the art style change cost Borderlands?
The change in art style cost the game's publisher an estimated $50 million. This was because much of the game's levels had to be redesigned.
Q: Who decided to change the art style for Borderlands?
The idea was shown to Randy Pitchford, the CEO of Gearbox at the time, by the art team. He gave them two weeks to prove the new style would work.
Q: Did the new art style help Borderlands become successful?
Yes, the comic-book style became a famous part of the Borderlands series and helped it succeed in a crowded market. Later games in the series have kept this look.
Q: Were there problems with the Borderlands games even with the new art style?
Yes, some later games like Borderlands 4 had technical problems. Sometimes the unique art style was used to hide these issues.