As Borderlands 4 edges closer to its release, fans eagerly await more details, particularly about its price. Gearbox Software's CEO, Randy Pitchford, sparked controversy with his comments on the game's potential $80 price tag. Dive into the fan reactions and Take-Two Interactive's stance on game pricing.
Gearbox CEO's Take on Pricing: A Real Fan Will Find a Way
Borderlands 4 is inching towards its launch, with Gearbox Software releasing tantalizing snippets of information. Yet, the price remains a mystery, causing concern among fans who fear it might exceed $80. In a tweet on May 14, CEO Randy Pitchford responded to a fan's concern about the high cost, stating that the pricing decision isn't his, but insisted that "real fans" would find a way to purchase the game regardless of the price.
This statement ignited a firestorm of backlash among the community. Fans expressed their frustration in the comments, with many labeling Pitchford's response as one of the most tone-deaf statements from a CEO. Some even speculated that with additional costs like season passes and skins, the total could easily surpass $100, making the base $80 price seem even more unreasonable.
During a PAX East panel on May 10, Pitchford admitted uncertainty about the final price but did not dismiss the possibility of it reaching $80. He elaborated on the rising costs of game development, stating, "There's other folks accepting the reality that game budgets are increasing, and there's tariffs for the retail packaging. It's getting gnarly out there, you guys. Borderlands 4 has more than twice the development budget for Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."
Pitchford's comments left fans feeling alienated, particularly with his suggestion that those unwilling to pay the high price might not be "real fans." This has led many to reconsider their plans to purchase the game.
Take-Two Interactive's Approach to Pricing
In contrast, Take-Two Interactive's CEO, Strauss Zelnick, took a more measured approach when discussing the potential $80 price point in an interview with IGN. Zelnick emphasized the value that Take-Two aims to deliver, saying, "I have said for a long time that we offer enormous value and that that's our job. Of course, we certainly believe that compared to other forms of entertainment, whether that's movie tickets or live events or streaming services, the value for our entertainment that we offer is just astonishing, and it's our job."
He further explained, "It's our job to deliver much more value than what we charge. That's our goal. We think consumers are willing to pay for the very best. It's our job to make the very best." Meanwhile, 2K recently announced that Mafia: The Old Country will be priced at $50, and there are rumors that GTA VI might exceed $100.
Take-Two has historically favored a game-by-game pricing strategy. In a conversation with GamesIndustry.biz on May 16, Zelnick reiterated, "We've always had variable pricing here, and our job as an entertainment [company] seeking to bring the biggest and best hits to all consumers around the world is always to deliver more value than what we charge."
The Borderlands series has faced its share of controversies, including recent review bombing over EULA changes. With the added tension around Borderlands 4's pricing, Gearbox may need to pay closer attention to fan feedback.
Borderlands 4 is slated for release on September 12, 2025, on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Stay tuned for more updates by checking out our latest article below!
