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

As the excitement builds for the release of Borderlands 4, the gaming community is buzzing with anticipation and speculation. One of the most talked-about topics is the game's price, which has yet to be officially announced by developer Gearbox Software. However, comments from Gearbox CEO Randy Pitchford have sparked a heated debate among fans. In a recent X (formerly Twitter) post dated May 14, Pitchford responded to a fan's concern about the game's rumored $80 price tag. He stated that the pricing decision is out of his hands and suggested that true fans would find a way to purchase the game, regardless of its cost.

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

Pitchford's statement has stirred significant controversy within the Borderlands community. Many fans expressed their frustration and disappointment in the comments section, with some labeling it as one of the worst responses from a CEO. The sentiment was that the already steep $80 price could escalate even further with additional costs for season passes and cosmetic items.

During a PAX East panel on May 10, Pitchford elaborated on the pricing issue, acknowledging the rising costs in game development. He mentioned that Borderlands 4 has a development budget more than double that of Borderlands 3, hinting at the possibility of a higher price point. Despite these explanations, fans remain dissatisfied with Pitchford's stance, particularly his implication that those unable or unwilling to pay the speculated price are not "real fans."

Take-Two’s Response on Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, has taken a more measured approach to discussing pricing. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the value that their games offer compared to other forms of entertainment. He reiterated the company's commitment to providing exceptional entertainment at a price that reflects its worth, stating, "It's our job to deliver much more value than what we charge."

Zelnick further explained Take-Two's strategy of variable pricing, tailored to each game's unique attributes. This approach was evident in the recent announcement that another upcoming title, Mafia: The Old Country, will be priced at $50. Meanwhile, rumors about GTA VI potentially exceeding $100 have added fuel to the ongoing pricing debate.

With the Borderlands series facing recent challenges, including review bombings over EULA changes, the pricing issue for Borderlands 4 is a critical concern. Gearbox may need to heed the feedback from its fanbase to ensure a successful launch.

Borderlands 4 is scheduled to launch on September 12, 2025, across multiple platforms including PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. For the latest updates on the game, be sure to follow our coverage.