CEO: "Real Fans" Unfazed by $80 Borderlands 4 Price

As the excitement builds for the upcoming release of Borderlands 4, fans are eagerly awaiting more details from developer Gearbox Software. One particularly hot topic of discussion is the game's price point, rumored to be over $80. In a recent social media exchange, Gearbox CEO Randy Pitchford addressed a fan's concern about the high cost, suggesting that true fans would find a way to purchase the game regardless of its price. This statement sparked a significant backlash among the community, with many expressing their frustration and disappointment over Pitchford's remarks.

Gearbox CEO's Stance on Pricing

In a tweet dated May 14, Pitchford responded to a fan's comment about the reluctance of gamers to spend $80 on a new title. He clarified that the decision on pricing was not within his control but maintained that dedicated fans would find a way to acquire the game. This response was met with widespread criticism, with some fans labeling it as one of the most tone-deaf statements from a CEO in recent times. Concerns were also raised about potential additional costs, such as season passes and cosmetic skins, which could push the total expense well over $100.

During a panel at PAX East on May 10, Pitchford elaborated on the pricing issue, acknowledging the rising costs of game development and the impact of tariffs on retail packaging. He revealed that Borderlands 4 had a development budget more than double that of its predecessor, Borderlands 3. Despite these factors, he remained non-committal about the final price, leaving fans in suspense and further fueling their discontent.

Take-Two Interactive's Approach to Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, has taken a more measured approach to the pricing debate. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the company's commitment to providing exceptional value to consumers. He argued that video games offer unparalleled entertainment value compared to other forms of media, such as movies or streaming services. Zelnick reiterated that Take-Two's goal is to deliver more value than the price they charge, suggesting that consumers are willing to pay for top-quality experiences.

Zelnick also pointed out the company's strategy of variable pricing, which allows them to tailor costs based on individual games. This was evident in the recent announcement that Mafia: The Old Country would be priced at $50, while rumors suggest that GTA VI might exceed $100. In an interview with GamesIndustry.biz on May 16, Zelnick reaffirmed Take-Two's commitment to providing value and ensuring that their pricing reflects the quality and entertainment offered.

The Borderlands series has faced its share of controversies lately, including review bombing over changes to the End User License Agreement (EULA). With the new concerns about Borderlands 4's price point, Gearbox may need to pay closer attention to fan feedback to maintain their community's trust and loyalty.

Borderlands 4 is scheduled to launch on September 12, 2025, and will be available on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. For the latest updates and more information on the game, be sure to check out our dedicated coverage.