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

As anticipation builds for the release of Borderlands 4, fans are buzzing not just about gameplay but also about the game's pricing. Gearbox Software's CEO, Randy Pitchford, sparked controversy with his comments on the game's potential $80 price tag. Dive in to see how fans reacted and what Take-Two Interactive has to say about game pricing.

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

With Borderlands 4 approaching its release, Gearbox Software has been steadily sharing updates, yet the price remains a mystery, leaving fans on edge. On May 14, Randy Pitchford took to Twitter (X) to respond to a fan's concern over the game's speculated $80 price point. He emphasized that the pricing decision isn't his to make but confidently stated that "real fans" would find a way to purchase the game, regardless of cost.

This statement ignited a firestorm of backlash among the community. Many fans expressed their frustration in the comments, calling it one of the most tone-deaf responses from a CEO. Some even speculated that additional costs for season passes and skins might push the total expense well over $100, making the $80 base price seem even steeper.

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 highlighted the escalating costs of game development, noting that Borderlands 4's budget is more than double that of Borderlands 3. "Game budgets are increasing, and there are tariffs for retail packaging. It's getting gnarly out there," he explained, adding to the fans' concerns.

The implication that fans who hesitate over the price are not "real fans" left many feeling alienated and reconsidering their interest in purchasing Borderlands 4.

Take-Two’s Response on Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, offered a more measured perspective on pricing. In an interview with IGN, CEO Strauss Zelnick emphasized the value proposition of their games, stating, "We offer enormous value, and that's our job. Compared to other forms of entertainment, the value we provide is astonishing."

Zelnick further elaborated on their pricing strategy, saying, "Our goal is to deliver much more value than what we charge. We think consumers are willing to pay for the very best." This comes at a time when 2K, another Take-Two label, announced that their upcoming title Mafia: The Old Country would be priced at $50, and rumors suggest GTA VI might exceed $100.

Take-Two has always advocated for game-by-game pricing. In a conversation with GamesIndustry.biz on May 16, Zelnick reinforced their approach, stating, "We've always had variable pricing here, and our job as an entertainment company is to deliver more value than what we charge."

The Borderlands series has been under scrutiny recently, with some titles facing review-bombing due to changes in their EULA. As concerns about Borderlands 4's pricing continue to mount, Gearbox may need to heed the community's feedback more closely.

Borderlands 4 is slated for release on September 12, 2025, and will be available on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Stay tuned for the latest updates by checking out our detailed coverage below!