"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 from developer Gearbox Software. One of the most talked-about aspects is the game's price, rumored to be over $80. In a recent Twitter (X) post on May 14, Gearbox CEO Randy Pitchford addressed a fan's concern about the high cost, stating that the pricing decision isn't his to make, and that true fans will find a way to purchase the game regardless of the price.

This statement sparked a significant backlash from the community. Many fans expressed their frustration in the comments, with some calling Pitchford's response one of the worst from a CEO. Concerns were raised about additional costs for season passes and skins, which could push the total expense well over $100.

During the PAX East panel on May 10, Pitchford admitted to being unaware of the final price but acknowledged the rising costs of game development. He noted, "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."

This response left fans feeling undervalued and has caused many to reconsider their purchase of the game. Pitchford's suggestion that those unwilling to pay the high price are not "real fans" has not sat well with the community.

Take-Two’s Approach to Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, has taken a more measured approach to discussing game pricing. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the value their games offer. 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 elaborated, "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." This stance was supported by the recent announcement that Mafia: The Old Country will be priced at $50, while rumors suggest that GTA VI might exceed $100.

Take-Two has consistently advocated for game-by-game pricing. In a conversation with GamesIndustry.biz on May 16, Zelnick reiterated, "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."

Recent controversies surrounding the Borderlands series, including review bombing due to EULA changes, highlight the need for Gearbox to pay close attention to fan feedback, especially concerning Borderlands 4's pricing.

Borderlands 4 is scheduled 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 more updates and insights by checking out our related article below!