Borderlands 4 Release, Endgame, and the Wild “Quit Earth” Campaign
After six long years, the wait is finally over— Borderlands 4 is about to land, and fans across the globe are buzzing. The launch is happening this week, but exactly when you can jump in depends on where you live and what you’re playing on. For example, PC players on the U.S. West Coast will get in as early as Thursday, September 11 at 9 a.m., while console players there will need to wait until 9 p.m. On the East Coast, consoles unlock at midnight on September 12, and in regions like Tokyo, Sydney, and Auckland, Friday is the day when the game fully opens up. Basically, if you’re on PC, you’ll probably get a slight head start; if you’re on console, midnight local launches will be the standard.
But the timing is only part of the excitement. Gearbox has also lifted the curtain on what players can expect after finishing the main story. At PAX West, the developers revealed that Borderlands 4 ’s endgame is packed with content designed to keep players hooked. Weekly bosses and missions will rotate in, each with boosted rewards to encourage replayability. Missions from earlier in the campaign can be replayed at higher difficulties, and new characters can even be started at level 30 to dive straight into the tougher challenges. On top of that, features like Moxxi’s Big Encore Machine, a black market vendor with rare loot, and a specialization XP bar that levels indefinitely all add layers of progression. It’s clear the game isn’t just built for one playthrough—it’s aiming for endless replay value.
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And then there’s the marketing campaign, which has been as wild and chaotic as the game itself. Over the past few weeks, mysterious “Quit Earth” billboards appeared around the world, leaving people wondering what they meant. Now it’s been revealed as the rallying cry for Borderlands 4 , with a live-action trailer showing a stampede of fans and characters racing to leave Earth behind on a rocket ship bound for the new setting, the planet Kairos. Directed by Justin Benson and Aaron Moorhead—known for Marvel projects like Loki and Moon Knight —the trailer leans into the franchise’s trademark humor and anarchic energy, while also tapping into real-world frustrations like high prices and broken systems. The message? If life feels absurd, why not quit Earth and dive into the madness of Borderlands 4 instead.
So here we are, just days away. Whether you’re excited to loot, shoot, and grind through the endgame, or simply want to escape into Borderlands’ irreverent chaos, September 12 marks the official invitation to join the ride. For longtime fans, it’s a long-awaited return; for newcomers, it’s a fresh chance to see what the series is all about. Either way, the rocket is ready—are you climbing aboard?
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