Gearbox Software boss Randy Pitchford is "astonished" at the fact that Borderlands has yet to be cloned.
With the gaming industry that sees "people do nothing but steal from each other," Pitchford wonders why the "formula" for Borderlands hasn't been ripped off yet.
"I'm actually astonished that we're about to launch a sequel and no one's stole it from us. The formula's right there. No one's stolen it yet. That's weird. Not that I want anyone to steal it, or I'm challenging people to steal it."
He added that one of the biggest hurdles of promoting the original was discussing the title without divulging the secret of its gameplay success.
"When talking about Borderlands 1, it was really confusing, because on one hand we gotta scream from the highest mountain to get attention because it's a new IP. On the other hand, it's like, 'Shit, we don't want to tell people our secret because then they're all gonna copy it because it's so good.'"
Borderlands has sold over six million copies since its 2009 launch. Its sequel, which is now completed and has its DLC in full production, is due for a release on September 18 in North America and September 21 throughout Europe.