The backlash against Randy Pitchford's controversial comment about the $80 price point for Borderlands 4 has intensified, with other video game publishers capitalizing on the situation to promote their own titles. Pitchford, the CEO of Gearbox Software, has responded by referencing his previous statements on the game's pricing, saying, "If you want the truth, here it is."
Devolver Digital, known for its bold and often provocative marketing strategies, has seized the moment to highlight its upcoming game, Mycopunk. This game, a cooperative first-person shooter similar in style to Borderlands, was promoted with a quip aimed at Pitchford's comments: "You're gonna be able to buy Mycopunk for you and three of your friends for the price of one copy of Borderlands 4." Pitchford himself engaged with Devolver's tweet, humorously comparing Mycopunk to a point of meth, suggesting it might be both cheaper and safer.
The response to Pitchford's tweet was overwhelmingly negative, with fans expressing frustration and some even threatening to pirate Borderlands 4. Many urged Pitchford to apologize and focus on the positive aspects of the game, emphasizing the hard work of the developers and the community's long-standing support for the franchise.
Pitchford has yet to retract his initial statement or offer an apology. Instead, he pointed to a recent Q&A session at PAX East where he discussed the pricing of Borderlands 4. He admitted to not knowing the final price but highlighted the increasing costs of game development, noting that Borderlands 4's budget was more than double that of its predecessor, Borderlands 3. He emphasized Gearbox's philosophy of providing exceptional value to players, regardless of the final price.
The gaming community, including prominent Borderlands streamer Moxsy, has criticized Pitchford's handling of the situation. Moxsy argued that Pitchford's PAX East comments were a more suitable response and that the "not a real fan" rhetoric was damaging to the game's reputation and the morale of its dedicated fanbase.
As the launch of Borderlands 4 approaches on September 12, 2025, the publisher 2K Games is expected to reveal the game's price when pre-orders become available. Meanwhile, Take-Two boss Strauss Zelnick has expressed confidence that consumers are willing to pay for high-quality entertainment, though he did not confirm whether Borderlands 4 would indeed be priced at $80.
Randy Pitchford's recent comments sparked a backlash online. Photo by Tommaso Boddi/Getty Images for Lionsgate.
