As Borderlands 4 gears up for its much-anticipated release, fans are buzzing with excitement—and concern—about the game's pricing. Gearbox Software's CEO, Randy Pitchford, recently sparked a heated debate with his comments on the game's potential $80 price tag. Here's a deeper look into the controversy and how it's being addressed by both Gearbox and publisher Take-Two Interactive.
Gearbox CEO's Bold Statement on Pricing
With Borderlands 4 on the horizon, fans are eagerly awaiting more details, particularly about the game's cost. In a recent Twitter (X) post on May 14, Randy Pitchford responded to a fan's concern about the game's rumored $80 price. He stated that the pricing decision is beyond his control and controversially added that "real fans" would find a way to purchase the game, regardless of cost.
This statement drew significant backlash from the community, with many fans expressing their frustration in the comments. Some criticized it as one of the most tone-deaf responses from a CEO, while others pointed out the potential additional costs from season passes and cosmetic skins, suggesting that the base price of $80 might already be pushing the limits.
During a PAX East panel on May 10, Pitchford elaborated on the pricing issue, acknowledging the rising costs of game development. He revealed that Borderlands 4 had a development budget more than twice that of Borderlands 3, hinting at the complexities of setting a price. "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," he explained, yet remained non-committal about the exact price.
The implication that fans who couldn't afford the game weren't "real fans" left many feeling alienated and reconsidering their support for Borderlands 4.
Take-Two Interactive's Approach to Pricing
In contrast, Take-Two Interactive's CEO, Strauss Zelnick, offered a more measured perspective on game pricing during an interview with IGN. He emphasized the value that video games provide, comparing them to other forms of entertainment like movie tickets or streaming services. "Of course, we certainly believe that compared to other forms of entertainment... the value for our entertainment that we offer is just astonishing, and it's our job," Zelnick remarked.
He further elaborated on Take-Two's commitment to delivering value, stating, "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 approach was highlighted by the announcement that 2K's upcoming title, Mafia: The Old Country, would be priced at $50, while rumors suggest that GTA VI might command a price over $100.
Take-Two has consistently advocated for game-by-game pricing, as Zelnick explained in an interview with GamesIndustry.biz on May 16. "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," he said.
Amidst these discussions, the Borderlands series has faced its share of controversies, including recent review bombings over EULA changes. With the new pricing concerns for Borderlands 4, Gearbox must heed the feedback from its community to maintain its fanbase's trust.
Borderlands 4 is slated 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 on the game's developments and pricing decisions.
