CEO Claims $80 Price Tag for Borderlands 4 Won't Deter "Real Fans"

As the release date for Borderlands 4 draws closer, excitement and anticipation among fans are building. However, a significant concern has emerged regarding the game's price, rumored to be over $80. Gearbox Software's CEO, Randy Pitchford, recently made headlines with his comments on the matter, sparking a heated debate within the gaming community. In this article, we delve into Pitchford's controversial statement and the broader industry perspective on game pricing, including insights from publisher Take-Two Interactive.

Borderlands 4 Pricing Issues

Gearbox CEO Says If You’re a Real Fan, You'll Find a Way to Make it Happen

As Gearbox Software continues to unveil details about Borderlands 4, one aspect that remains under wraps is the game's price. Fans have expressed apprehension about the possibility of the game costing over $80. In a tweet on May 14, Gearbox CEO Randy Pitchford responded to a fan's concern about the high price point, stating that the pricing decision is not his to make and that true fans will find a way to purchase the game.

This statement has sparked significant backlash among fans. Many took to social media to express their frustration, with some labeling Pitchford's response as one of the worst a CEO could give. Others pointed out the potential additional costs from season passes and skins, suggesting that the base price of $80 is already steep.

During a PAX East panel on May 10, Pitchford elaborated on the pricing issue, admitting uncertainty about the final price but acknowledging the increasing costs of game development. He highlighted that Borderlands 4's development budget is more than double that of Borderlands 3, emphasizing the complexities and costs involved in modern game production. However, his suggestion that fans who can't afford the game might not be "real fans" has left many feeling alienated and reconsidering their purchase.

Take-Two’s Response in Pricing

In contrast, Take-Two Interactive's CEO, Strauss Zelnick, took a more measured approach when discussing game pricing. In an interview with IGN, Zelnick emphasized the value that Take-Two's games offer compared to other forms of entertainment. He stressed that their goal is to provide entertainment that is worth far more than what they charge, asserting that consumers are willing to pay for high-quality products.

Zelnick further elaborated on Take-Two's pricing strategy in an interview with GamesIndustry.biz on May 16, explaining that the company adopts a game-by-game pricing model. This approach, he believes, allows them to deliver exceptional value to consumers worldwide. Earlier this month, 2K announced that their upcoming game, Mafia: The Old Country, will be priced at $50, while rumors about GTA VI potentially costing over $100 have circulated online.

The pricing debate comes at a time when the Borderlands series faces other challenges, including recent review-bombing due to EULA changes. As the release date of Borderlands 4 approaches, set for September 12, 2025, on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, Gearbox may need to pay closer attention to fan feedback and concerns.

For the latest updates on Borderlands 4, be sure to check out our dedicated article below!