Fortnite gets Borderlands 3 event because of the Epic Games Store

If I were slightly more paranoid than I am, Borderlands 3 would make me very suspicious. That’s because it is inescapable. Everywhere I look, I see developer Gearbox’s cooperative shooter. It’s almost as if it’s a warning from the universe. But this probably isn’t like the No. 23 in the Jim Carrey thriller The Number 23. Actually, I’ve never seen that movie. Is the big reveal at the end that “23” showed up everywhere because it had a huge marketing budget? Because that is exactly like what is happening with Borderlands 3.

After getting a big reveal at the PAX East fan event in March, Gearbox and publisher 2K Games brought Borderlands 3 to every other possible gathering of potential customers. It showed up at E3 2019, of course. But it also appeared at San Diego Comic Con. It was in Sony’s April PlayStation State of Play video event. And it was just at Gamescom twice — once as part of Inside Xbox and also in the Opening Night Live event. You can even download a Twitch extension to earn Borderlands 3 loot by watching livestreams. Now, that marketing push is expanding into video games themselves.