2K Games' upcoming Borderlands faces some stiff competition at retail this holiday season. When the Gearbox Software-developed "role-playing shooter" launches October 20 in North America, it won't have to worry about other titles occupying the exact same genre niche. However, it still needs to stand out from a crowd of high-profile titles in established franchises, such as Halo: ODST, Assassin's Creed 2, Uncharted 2: Among Thieves, and New Super Mario Bros.
Despite that assortment of big-name offerings across all the consoles, 2K Games president Christoph Hartmann told GameSpot the field of contenders is actually light compared to the last stretch of 2008. The executive also touched on the difficulties of launching new intellectual property in the game industry, the decision to switch up Borderlands' art style, and how 2K Games is like an apple tree.