Gearbox built an online services platform named Spark for Borderlands 2. As this was an entirely new effort for Gearbox, we learned that building a service is quite different from building a game. Along the way, we shipped two beta releases in the original Borderlands to help us succeed. The genesis of Spark, key milestones and challenges in its creation, and post-mortem from launch are discussed. This talk will help others understand why we created Spark and also what it takes to launch an online service.