Pitchford Apologizes Over Divisive 'Real Fans' Tweet

Borderlands CEO Faces Criticism Over $80 "Real Fans" Remark

Gearbox CEO Randy Pitchford has addressed the controversy surrounding his comments about Borderlands 4 pricing after a fan recreated his statement using a Handsome Jack AI voice. The backlash began when Pitchford responded to fan concerns about a potential $80 price tag by stating: "If you're a real fan, you'll find a way to make it happen."

The exchange started when a fan tweeted: "Randy, this game better not be 80 dollars. Don't take that risk. A lot of gamers aren't gonna pay 80 dollars and feed this notion of constant price increases. You're the CEO—you have influence over pricing."

Pitchford replied: "A) Not my call. B) If you're a real fan, you'll find a way. My local game store had Starflight for Sega Genesis at $80 in 1991 when I was barely making minimum wage, and I still got it."

The reaction to Pitchford's tweet was overwhelmingly negative. Fans expressed frustration:

• "Guess I'm pirating Borderlands 4 then."
• "Just apologize and move on. This isn't fair to your developers."
• "BL4 had so much hype, and now you're killing it in a day."

While Pitchford initially didn't apologize, he later referenced a PAX East panel where he discussed pricing, stating: "Here's the truth..." He then softened his stance after a Borderlands streamer, Moxsy, shared an AI-generated parody of his remarks in Handsome Jack's voice—Borderlands 2’s iconic villain.

“Ohhh boo-hoo, $80 for Borderlands 4? Let me play the world’s tiniest violin—crafted from Eridium and oiled with whiny Vault Hunter tears.”

The AI-generated Jack continued: “$80? You're not just buying a game—you're investing in a premium, galaxy-shattering experience. If you can't handle that, then stay broke, hero."

Pitchford responded humorously: "Boy howdy, is that how I sound? My bad—this is hilarious." But he then followed with a more sincere statement:

“In all seriousness, I never meant to take fans for granted. I’m humbled by the support for our team, and I can't wait for everyone to play what will be the best Borderlands yet. Regardless of price, it’ll be worth it. Now, back to work!”

Though Pitchford hopes to move past the drama, the debate over Borderlands 4’s pricing will likely reignite when pre-orders launch. Whether the game costs $70, $80, or another amount, the discussion is now unavoidable.