"Borderlands 4 CEO: $80 Price No Issue for True Fans"

As the excitement builds for the upcoming release of Borderlands 4, fans are eagerly awaiting more details about the game, including its price. Gearbox Software's CEO, Randy Pitchford, recently sparked a heated debate with his comments on the game's potential $80 price tag. Let's delve into how fans reacted to his statement and what Take-Two Interactive has to say about game pricing.

Gearbox CEO's Stance on Pricing

Real Fans Will Find a Way, Says Pitchford

As Borderlands 4 approaches its release date, Gearbox Software has been steadily releasing more information about the game. However, the price point remains a mystery, causing concern among fans who fear it might exceed $80. On May 14, Gearbox CEO Randy Pitchford addressed a fan's concern on Twitter (X) about the high cost of games. Pitchford responded, "The pricing is not my call, but real fans will find a way to get the game."

This statement drew significant backlash from the community. Many fans expressed their frustration in the comments, with some calling it one of the worst responses from a CEO. Others pointed out that the game's price could potentially rise even higher with additional season passes and skins, making the $80 starting point seem even more unreasonable.

During a PAX East panel on May 10, Pitchford elaborated on the pricing issue, stating, "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 for Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."

Fans were left unsatisfied with Pitchford's approach, feeling that his comments suggested they weren't "real fans" if they couldn't afford the game at its speculated price.

Take-Two Interactive's Perspective on Pricing

In contrast, Take-Two Interactive, the publisher behind Borderlands 4, took a more measured approach to the pricing discussion. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the value provided by their games. He said, "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 or live events or streaming services, the value for our entertainment that we offer is just astonishing, and it's our job."

Zelnick further explained, "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. It's our job to make the very best." Earlier this month, 2K, a subsidiary of Take-Two, announced that their upcoming game Mafia: The Old Country will be priced at $50, while rumors suggest GTA VI might be priced over $100.

Take-Two has historically favored a game-by-game pricing strategy. In an interview with GamesIndustry.biz on May 16, Zelnick reiterated this approach, saying, "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 the Borderlands series facing recent challenges, including review-bombing over EULA changes, Gearbox may need to pay closer attention to fan feedback regarding Borderlands 4's pricing.

Borderlands 4 is set to launch on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Stay tuned to our site for the latest updates on the game!