Turning Borderlands 4 Into the Biggest Show in Gaming
Partner
2K
activation type
Creator Campaign
creators activated
71
With all eyes on the return of the beloved franchise, Borderlands 4 launched with a creator campaign built to dominate launch week. Open World activated 71 creators across live streaming, YouTube, and social, combining early access moments, top-tier broadcasters, and wide creator seeding to make the game impossible to miss. The result was a launch that topped the Twitch charts, saturated creator platforms, and drove massive awareness across the gaming community.
The campaign began with a large-scale cooperative stream featuring Shroud, Summit1G, LIRIK, and TheBurntPeanut, who received exclusive early access to one of the game’s iconic vaults, creating a must-watch moment ahead of release. From there, the program expanded to include VoD reviewers, comedians, artists, and hundreds of earned creators activated through code seeding. Live broadcasts drove category dominance on Twitch, while long-form, social, and organic creator coverage extended reach across the wider gaming audience throughout launch week.
