Take-Two CEO says 'Borderlands wouldn't have been a hit' without a $50 million art style change gamble

Take-Two CEO Strauss Zelnick said Gearbox asked to remake Borderlands shortly before release.

The studio spent about $50 million to shift from a generic shooter look to the series’ hand-drawn, hand-inked style.

Zelnick said approving the costly last-minute overhaul helped turn Borderlands into a hit.

The case highlights how bold creative pivots, backed by executives, can reshape both sales and brand identity.