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Pitchford: Borderlands has "highest attach rate of any DLC"

CEO on the super success of the Gearbox shooter's additional content

Gearbox president and CEO Randy Pitchford has revealed that Borderlands was the top title when it came to DLC attach rates on Microsoft platforms.

"It had the highest attach rate of any DLC," he told CVG, before going on to clarify that he was referring to more than just Gearbox's back catalogue.

"The highest attach rate of anything this generation. The guys at Microsoft told us that the Borderlands had the highest attach rate of any DLC."

In August 2011 Gearbox reported that the game had sold 4.5 million units worldwide. It saw four pieces of DLC between release and March 2010, The Zombie Island of Dr. Ned, Mad Moxxi's Underdome Riot, The Secret Armory of General Knoxx and Claptrap's New Robot Revolution.

Borderlands 2 is due out in September.

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Latest comments (5)

Greg Wilcox Creator, Destroy All Fanboys! 4 years ago
I think the key reason for this was the core Borderlands experience was so lengthy and enjoyable (and yeah, a bazillion guns go a looooooong way) that people didn't mind paying for more DLC as it was released. "More guns? Hell yup!" I'd bet this is one of the only games this year where no one sane whines much about DLC even if someone finds bits of it on the disc (you know that's coming)...
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Andrew Goodchild Studying development, Train2Game4 years ago
Plus the dlc seems substantial, not fleecing, so that may help.
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Greg Wilcox Creator, Destroy All Fanboys! 4 years ago
True, true. Unlike way too many DLC packs for other games, these weren't brief bits of fun you only went through one time or just add-on skins or something goofy like that.
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Ian Brown IT Developer / IT Infrastructure 4 years ago
I've got the GOTYE on steam (at a ridiculous price too) and after finishing the game the DLC i found was pretty lengthy, and not the 10/20 minute job we seem to get more often than not. Kudos to them, they made great DLC and got the rewards for doing so.
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Joe Winkler trained retail salesman, Expert4 years ago
Borderlands is one of the best franchise the industry came up with. Both in game length, innovation and groundbreaking co-op. Even buying all the DLC and the game itself for the full price, wich adds up to a sum of about 100 it was worth it. Considering that 2 other games would have cost the same or even more money with half the gameplay both in length and fun.
Even the Elder Scrolls and Fallout series can/ could not compete with that, thinking of the more sloppy DLC packs they got.
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