Gearbox Software has reached a deal with advertising company Double Fusion to bring in-game advertisements to some of its future titles. Double Fusion will be providing the developer with dynamic advertising technology to deliver the ads and integrated sponsorships, although Gearbox has not yet disclosed which games will contain these adverts. The companies commented that they will "work together to ensure that all advertising programs are appropriate and add value to the gamers' experience." In-game ads look set to become more common over the next few years, with big names such as Microsoft and EA already having agreed to similar deals.

2K Games announces it will publish Borderlands, an upcoming sci-fi first person shooter from award winning developer Gearbox. The game features a revolutionary content generation system allowing for near endless missions, environments, enemies, weapons, item drops and character customizations. Christoph Hartmann, President of 2K says "Borderlands represents an important evolutionary leap in game design and technology. By utilizing revolutionary new technology to create thousands of unique, randomly generated missions, weapons and situations, Borderlands will raise the bar for next gen action games." Borderlands is set to release Christmas 2008.