Borderlands 3 was a massive game with plenty to market in the lead-up to release. New features like Takedowns joined expanded gameplay formats like Circles of Slaughter, while Gearbox also allowed players to explore the universe beyond Pandora. More villains were introduced in the form of the Calypso Twins, a seven-year time skip meant some characters had grown in a major way, and Sanctuary went from a floating city to a spaceship. Fortunately, Gearbox had a way to detail all of this: the Borderlands VIP program.
Borderlands 3’s VIP program rewarded players for reading up on the upcoming content that the game would feature, something die hard fans would have done regardless. The rewards themselves were excellent, too, motivating players to keep checking for more trailers to watch and codes to input. Overall, the system was engaging, and it served as a great way for players to prepare for the looter shooter’s launch. When marketing for Borderlands 4 kicks into full gear, a new VIP program should accompany it.
Borderlands 4’s VIP Program Would Have a Perfect Format to Follow
Progressing through the Borderlands VIP program was fairly simple. Players signed up to be an insider, linked their accounts together, and then began to check on social media posts and blog updates from Gearbox. Videos breaking down locations and enemy types released regularly, with players able to build up points just by keeping up to date with the game. While the program concluded in 2020, a new version should return in the lead-up to Borderlands 4, as the rewards tied to the VIP system were terrific.
Players could unlock some exclusive loot for Borderlands 3, such as a weapon and a head for their Vault Hunters that could not be obtained anywhere else. This instantly made the system worthwhile, but Gearbox did not stop there. If players did not want those rewards, or had extra points to spend, they could choose from a loot pool of Borderlands 2 and Borderlands: The Pre-Sequel weapons. Redeeming one of the guns saw Gearbox mailing players a copy of one of the weapons in-game, and with some of the very best Legendaries included in the program, players could gear up without farming enemies in the older entries.
A Borderlands 4 insider program could follow this format, as Gearbox found a winning formula on the very first attempt. All the same ways to earn points - inputting codes, reading articles, and watching trailers - could remain, as could the rewards. This time, players could unlock weaponry and Golden Keys/Skeleton Keys for Borderlands 3 and Tiny Tina’s Wonderlands. Additionally, Borderlands 4 cosmetics and a special Legendary item could be acquired. However, Gearbox can also do something new to make the next VIP program even better.
If another VIP program happens, it should task players with completing some in-game challenges to earn extra points. These challenges could be directly tied to some important characters from the narrative of Borderlands 4. For example, many are expecting Borderlands 4’s story to focus on Lilith, so Gearbox could ask players to track her history throughout the various games. They could get points for leveling her up in the original Borderlands, playing through the Commander Lilith DLC in Borderlands 2, and seeing where her story is currently at by going through Borderlands 3’s main quest line.
Overall, though, the VIP program can and should serve the same purpose. It did an excellent job of getting Borderlands 3’s marketing in front of fans while also letting them get a bit of bonus loot before they even start playing the game. Letting players have that same kind of prep time - in addition to strong loot for the previous games that motivates them to play again - would be another awesome marketing opportunity.
Borderlands 3 is available now on PC, PS4, PS5, Xbox One, and Xbox Series X.