Take-Two CEO Reveals Borderlands' Iconic Art Style Cost $50 Million and a Year of Extra Development

A $50 Million Last-Minute Gamble

Take-Two's CEO has revealed that Borderlands' iconic cel-shaded visual style was not part of the original plan. The studio undertook a complete art direction overhaul late in development, a decision that consumed an additional year and cost approximately $50 million. "Had we not done that, Borderlands wouldn't have been a hit," the CEO stated plainly.

From Generic Brown to Comic Book Bold

Before the overhaul, the original Borderlands was described by community members as "early 360 era brown"—the drab, gritty aesthetic that dominated the shooter genre at the time. Without the distinctive cel-shading, the game would have blended into a crowded market. The late-stage visual transformation gave Borderlands an immediately recognizable identity that has defined the franchise for nearly two decades.

Art Direction as a Competitive Weapon

The revelation is a striking reminder of how much art direction can influence a game's commercial viability. Community reactions noted that the style was reportedly inspired by CodeHunters, a short film by Ben Hibon who was in discussions with Gearbox at the time. Regardless of its exact origins, the $50 million bet on a distinctive visual identity paid off dramatically—Borderlands has since grown into a multi-billion-dollar franchise.