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Borderlands 4’s Randy Pitchford said true fans will find a way to get the game regardless of its price.
Read on to learn how fans reacted to this statement and what publisher Take-Two Interactive has to say about rising game prices.
Borderlands 4 Pricing Concerns
Gearbox CEO: "Real Fans Will Find a Way"
Borderlands 4 is steadily approaching its release date as developer Gearbox Software continues to reveal more details. One key detail still under wraps is the game's final price point. With speculation swirling that it could cost over $80, fans have expressed growing concern about accessibility and value.
In response to a fan’s comment on Twitter (X) on May 14—stating that many gamers are unwilling to pay $80 for a game—Gearbox CEO Randy Pitchford replied that pricing decisions were out of his hands and added that “real fans” would find a way to play the game regardless.
This statement sparked significant backlash from the gaming community. Many criticized the tone-deaf nature of the message, with some calling it one of the worst things a CEO could say to players. Others pointed out that when factoring in season passes, cosmetic skins, and microtransactions, the game could end up costing closer to $100, making an $80 base price even harder to justify.
During a panel at PAX East on May 10, Pitchford reiterated that he was not directly involved in setting the game’s price. He acknowledged the rising costs of development and production, saying, "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 of Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."
Fans were disappointed by the implication that those who can’t or won’t pay premium prices aren’t considered “true fans.” This sentiment has caused many to reconsider their interest in purchasing the game.
Take-Two’s Approach to Game Pricing
In contrast, Take-Two Interactive offered a more measured perspective during an interview with IGN. CEO Strauss Zelnick addressed concerns about potentially raising prices to $80 or higher.
He stated, "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, live events, or streaming services—the value of our entertainment is astonishing, and it's our responsibility to continue delivering that."
Zelnick emphasized that the company aims to provide more value than the price charged, adding, "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. And it's our job to make the very best."
Meanwhile, 2K Games recently announced that Mafia: The Old Country will retail at $50, while rumors about GTA VI carrying a $100+ price tag continue to circulate online.
Zelnick also confirmed to GamesIndustry.biz on May 16 that Take-Two supports variable pricing depending on the title. He explained, "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."
With recent controversy surrounding EULA changes in previous Borderlands titles—including review-bombing—Gearbox may need to carefully consider player feedback regarding pricing strategy for Borderlands 4.
Borderlands 4 is scheduled for release on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. For ongoing updates, keep checking back with us for the latest news and developments.
