Video trailers for 2K Games and Gear Box’s Borderlands have all had a distinctive tone matching that of the cheeky shooter itself. The new one promoting downloadable content Mad Moxxi’s Underdome Riot is no exception. The whole concept of tying new DLC levels to unique characters is a nifty one. One benefit of it to marketing has been helping the trailers stand out. Creating a DLC trailer can be a battle against diminishing content. Not only is there less content to work with, but what there is will likely have a lot less freshness and variety to it. With “Borderlands” DLC trailers, the character-hosted levels are helping provide a lot of fodder for creativity and a way to get around relying on game play footage.


Watch it at GameTrailers.