The newly released Borderlands 4 has sold over 1.3 million copies on Steam alone. 

That's according to data from Alinea Analytics, which reckons that the looter shooter has shifted more than 2.5 million units since its release. On Steam alone, Borderlands 4 has made over $80 million revenue. In total, the game has generated over $150 million in revenue across all platforms. 

Over half of Borderlands 4 players are from the United States, while China, Germany, the United Kingdom and Canada round out the Top Five countries. 

Borderlands 4 released on September 12th. The title was the highest-grossing game on Steam for the week of its launch. 

Alinea Analytics also says that the Borderlands franchise as a whole is closing in on 100 million copies sold. 

The company also took a look at the public conduct of the boss of developer Gearbox, Randy Pitchford, saying that it's better to have a strategy for dealing with bad press rather than duking it out on social media. This is in response to tech issues that Borderlands 4 appears to be having. 

"The lesson here is that it’s usually better to let PR do their thing and not be reactive – or risk stepping on toes (or rakes) amid valid consumer concerns," Alinea's Rhys Elliott wrote.

"For reference, I’ve been lucky enough to play Borderlands 4 on a top-of-the-line rig. I’ve followed Randy’s advice and messed with the settings a fair bit, but I’ve still had worse performance than I’d expect."