The highly anticipated launch of Borderlands 4 fueled an explosive September for the video game industry. According to data from Circana, total U.S. spending on video game hardware, content, and accessories grew by a remarkable 10% year-over-year. The looter-shooter, which launched on September 12, led a wave of hit new releases that collectively drove the market’s biggest monthly surge this year.
The success of Borderlands 4 alone was enough to generate the highest launch-month dollar sales of any title in the franchise’s history. Sales were nearly 30% higher than the previous record set by Borderlands 3. This debut cemented the game as the best-selling premium title of September across both Xbox and aggregated PC storefronts, and the #3 best-selling game of 2025 year-to-date.
New hardware, including the Nintendo Switch 2, and a 32% gain in non-mobile subscription services also provided major tailwinds for the industry’s overall performance. However, analyst reports credit the overwhelming consumer demand for the Gearbox-developed title as the primary catalyst. This record-breaking launch demonstrates the enduring market power of the Borderlands franchise.
With new consoles and blockbuster games like Borderlands 4 successfully attracting mass consumer dollars, the industry has achieved its fifth consecutive month of year-on-year spending growth. This positive trend indicates strong momentum heading into the final quarter, promising further revenue growth thanks to the phenomenal Borderlands 4 September sales growth.
