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

As excitement builds for the release of Borderlands 4, fans are buzzing with anticipation. Yet, a significant concern has emerged around the game's pricing, with rumors suggesting a hefty $80 price tag. In a recent Twitter (X) post on May 14, Gearbox Software's CEO, Randy Pitchford, sparked controversy by stating that true fans would find a way to purchase the game, regardless of its cost. This statement has left many fans feeling frustrated and questioning their loyalty to the series.

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

Pitchford's comments came in response to a fan expressing concerns over the potential $80 price point. He emphasized that the final pricing decision is not within his control, but insisted that dedicated fans would find a way to acquire the game. This response drew significant backlash, with many fans taking to social media to voice their disappointment. Some argued that the cost, potentially rising to $100 with additional content like season passes and skins, is simply too steep.

During a PAX East panel on May 10, Pitchford elaborated on the pricing issue, admitting he was unaware of the exact price but did not dismiss the possibility of it being $80. He highlighted the increasing costs of game development and retail packaging, noting that Borderlands 4's budget is more than double that of its predecessor, Borderlands 3. This candid discussion about the financial pressures facing the industry did little to quell fans' concerns, leaving many to reconsider their purchase plans.

Take-Two’s Response in Pricing

In contrast, Take-Two Interactive, the publisher behind Borderlands 4, has taken a more measured approach to the pricing debate. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the company's commitment to delivering exceptional value to consumers. He argued that the entertainment value provided by their games far exceeds the cost, when compared to other forms of entertainment like movies or live events.

Zelnick further stated, "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 philosophy was reflected in the pricing of another upcoming title, Mafia: The Old Country, set at $50, and amidst rumors that GTA VI might exceed $100.

Take-Two's approach to pricing is flexible, as Zelnick explained in a GamesIndustry.biz interview on May 16. He reiterated the company's goal to offer variable pricing, ensuring that each game delivers more value than its price tag suggests.

Amidst these pricing discussions, the Borderlands series has faced other challenges, including review bombing due to EULA changes. As Gearbox prepares for the release of Borderlands 4 on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, it may need to pay closer attention to fan feedback to ensure a successful launch.

For the latest updates on Borderlands 4, be sure to check out our comprehensive coverage below!