Releasing a new intellectual property is risky, especially with the economy being as shaky as it is. With Borderlands set to go up against the likes of Halo ODST and Call of Duty: Modern Warfare 2 this holiday season, Gearbox president Randy Pitchford admits that he's "totally terrified."
"When people take risks and it's not rewarded, in the case of Mirror's Edge, it's makes it harder for others to be comfortable taking risks," Pitchford told Eurogamer.

"Yeah, I'm terrified. And [Borderlands is] an original brand, too, so it's even more risky."

But while Mirror's Edge failed to meet projections, Pitchford pointed to BioShock as a game that succeeded despite being new and unfamiliar.

"There are those of us that play everything and we're begging for fresh stuff, so I'm hoping that helps. And if it's good, it'll get noticed," he said.

We'll see whether Pitchford and Gearbox are vindicated in their decision to be original when Borderlands arrives on the Xbox 360, PlayStation 3 and PC this October.