Gearbox CEO Randy Pitchford sparked debate by suggesting true fans will pay any price for Borderlands 4. Dive into the fan backlash and Take-Two Interactive’s stance on game pricing.
Borderlands 4 Price Concerns
Gearbox CEO: True Fans Will Find a Way to Buy
As Borderlands 4 nears its launch, Gearbox Software continues to share details, but the game’s price remains undisclosed, with speculation pointing to a potential $80 tag. In a May 14 X post, Randy Pitchford responded to a fan questioning the rising cost of games, stating pricing decisions are out of his hands but insisting dedicated fans will secure the funds.
This remark ignited outrage in the comments, with many fans calling it one of the most tone-deaf CEO responses. Some highlighted that with season passes and cosmetics, the game’s total cost could exceed $100, making the $80 base price already steep.
At PAX East on May 10, Pitchford admitted he’s unsure of the final price but didn’t dismiss $80, citing skyrocketing development costs. “Game budgets are ballooning, and retail packaging faces tariffs. Borderlands 4’s budget is over double that of Borderlands 3,” he said, emphasizing the challenging economics.
Fans, however, felt alienated by Pitchford’s implication that only “real fans” would pay up, prompting some to reconsider purchasing the game.
Take-Two’s Pricing Philosophy
Take-Two Interactive, Borderlands 4’s publisher, offered a more measured perspective. In an IGN interview, CEO Strauss Zelnick discussed the possibility of an $80 price, emphasizing value. “We aim to deliver extraordinary entertainment that outshines movie tickets, live events, or streaming services,” he said.
Zelnick stressed that Take-Two’s goal is to provide value exceeding the price charged. “Consumers will pay for the best, and it’s our job to deliver it,” he added. Meanwhile, 2K set Mafia: The Old Country at $50, while rumors swirl about GTA VI potentially exceeding $100.
In a May 16 GamesIndustry.biz interview, Zelnick reaffirmed Take-Two’s flexible pricing approach. “We price each game to deliver more value than we charge, ensuring the biggest and best entertainment for global audiences,” he said.
Amid recent Borderlands controversies, including review-bombing over EULA changes, Gearbox faces mounting pressure to address fan concerns about pricing.
Borderlands 4 launches September 12, 2025, on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Check our article below for the latest updates!
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