As excitement builds for the upcoming release of Borderlands 4, fans are buzzing with anticipation but also expressing concerns over the game's rumored $80 price tag. Gearbox Software's CEO, Randy Pitchford, has stirred controversy with his comments on the pricing, sparking a heated debate among the community. Let's dive into the details and see how fans and the game's publisher, Take-Two Interactive, are responding to this hot topic.
Gearbox CEO's Stance on Pricing
Real Fans Will Find a Way
With Borderlands 4 inching closer to its release, Gearbox Software has been dropping tantalizing tidbits about the game. However, the one piece of information fans are eagerly awaiting—the price—remains under wraps, fueling speculation that it might exceed $80. In response to a fan's concern on Twitter (X) on May 14, Gearbox CEO Randy Pitchford controversially remarked that the pricing decision isn't his to make and that "real fans" would find a way to purchase the game, regardless of cost.
This statement didn't sit well with many fans, who voiced their frustration and disappointment in the comments. Some labeled it as one of the worst responses from a CEO, while others speculated that additional costs for season passes and skins could push the total even higher, making the $80 base price seem even more daunting.
During a PAX East panel on May 10, Pitchford acknowledged the rising costs of game development, stating that Borderlands 4 had a development budget more than twice that of Borderlands 3. He hinted at the possibility of an $80 price point, citing increasing budgets and tariffs on retail packaging as contributing factors. However, his suggestion that fans who can't afford the game might not be "real fans" left many feeling alienated and reconsidering their purchase.
Take-Two Interactive's Approach to Pricing
In contrast, Take-Two Interactive, the publisher behind Borderlands 4, has taken a more measured approach to the pricing conversation. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the company's commitment to delivering exceptional value. He pointed out that their games offer tremendous value compared to other forms of entertainment, such as movie tickets or streaming services.
Zelnick stressed that Take-Two's goal is to provide far more value than what they charge, believing that consumers are willing to pay for top-quality entertainment. He also noted that the company has always employed variable pricing, tailoring costs to each game. This approach was evident in the recent announcement that Mafia: The Old Country would be priced at $50, while rumors swirl about GTA VI potentially costing over $100.
In a further interview with GamesIndustry.biz on May 16, Zelnick reiterated Take-Two's strategy of game-by-game pricing, emphasizing their mission to deliver more value than the price they set. This approach underscores their dedication to ensuring that every game offers a worthwhile experience for players.
The Borderlands series has faced its share of challenges recently, including review-bombing over EULA changes. With the added controversy surrounding Borderlands 4's price point, Gearbox Software might need to listen closely to fan feedback as they approach the game's release date.
Borderlands 4 is scheduled to launch on September 12, 2025, and will be available on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. To stay informed about the latest developments, keep an eye on our ongoing coverage.
