Describing Borderlands 2 as a hobby, Gearbox marketing manager Steve Gibson told Gamerzines that some players took 58 hours to finish the campaign with one character.
"What we like to think about it is, Borderlands is a hobby. Some guide guys just did a playthrough of Borderlands 2 and they reported back to us that it takes 58 hours to play through the campaign - and that's just one playthrough with one character," Gibson explained.
"We look at it as a hobby, and that isn't even counting the new Badass Points system and how that'll affect every character you do.
"We want it to feel like you get more for your money. We're happy for people to pay their money once and feel that they get ongoing value."
Gearbox president Randy Pitchford recently said that the game's budget was effectively around three or four times greater than that of the original.
The Borderlands 2 Deluxe Vault Hunter's Collectors Edition and the Ultimate Loot Chest Limited Edition were also recently unveiled by the studio.
Borderlands 2 will be available for Xbox 360, PlayStation 3 and PC on September 18 in North America and on September 21 across Europe.
> Read our latest 'Borderlands 2' interview with Gearbox Software
> Read our hands-on preview of 'Borderlands 2'
Watch the latest trailer for Borderlands 2 below: