Borderlands 4 developer Randy Pitchford claims dedicated fans will prioritize getting the game regardless of cost. Discover fan reactions and publisher Take-Two Interactive's stance on modern game pricing.
Borderlands 4 Pricing Controversy
Gearbox CEO Suggests True Fans Will Overcome Price Barriers
As Borderlands 4's release approaches, developer Gearbox Software continues revealing details—though the game's price remains conspicuously absent. Concerns grew when rumors suggested a potential $80 price point. On May 14, Gearbox CEO Randy Pitchford responded to fan concerns on Twitter/X, stating pricing decisions fall outside his control while implying committed fans would find ways to purchase the game regardless.
The statement sparked immediate backlash across social media, with many calling it one of the worst CEO responses in gaming history. Critics highlighted how season passes and cosmetic items could push the total cost beyond $100, making even the base $80 price particularly steep.
During PAX East on May 10, Pitchford admitted uncertainty about the final price while justifying potential increases: "Development budgets have more than doubled since Borderlands 3, and retail packaging costs continue rising. I genuinely don't know what the price will be."
The CEO's implication that price-conscious gamers might not be "real fans" has damaged community goodwill, with many reconsidering their purchase plans.
Take-Two's Measured Approach to Pricing
In contrast to Gearbox's messaging, Take-Two Interactive adopted a more thoughtful stance. CEO Strauss Zelnick told IGN: "Our responsibility is to deliver exceptional value that justifies our pricing. Compared to movies or live events, gaming already offers incredible entertainment value—we aim to exceed expectations."
Take-Two's recent $50 pricing for Mafia: The Old Country demonstrates their variable pricing strategy. While rumors swirl about GTA VI potentially exceeding $100, Zelnick emphasized their commitment to game-specific valuation during a GamesIndustry.biz interview: "We've always tailored pricing to each title, focusing on delivering more value than we charge."
The Borderlands series faces mounting challenges, including recent review-bombing over EULA changes. With pricing concerns now dominating discussions, Gearbox may need to reassess its community engagement strategy.
Borderlands 4 launches September 12, 2025 for PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. For ongoing updates, explore our coverage below.
