CEO: "Real Fans" Unbothered by Borderlands 4's $80 Price

As the excitement builds for the upcoming release of Borderlands 4, fans are eagerly awaiting more details from developer Gearbox Software. However, one aspect that remains under wraps and is causing significant buzz is the game's price. Gearbox CEO Randy Pitchford recently sparked controversy with his comments on the game's potential $80 price tag. Learn more about how fans reacted and what publisher Take-Two Interactive has to say about game pricing.

Gearbox CEO on Borderlands 4 Pricing: Real Fans Will Find a Way

With Borderlands 4 set to launch soon, Gearbox Software has been steadily releasing new information. Yet, the game's price remains undisclosed, leading to speculation that it might exceed $80. On May 14, in response to a fan's concern about the rising cost of games, Gearbox CEO Randy Pitchford took to Twitter (X) to say that the pricing decision is out of his hands and that true fans will find a way to afford the game.

This statement drew significant backlash from the community, with many fans expressing their frustration in the comments. Some labeled it as one of the most tone-deaf responses from a CEO, while others pointed out that additional costs like season passes and skins might push the total expense even higher.

During a PAX East panel on May 10, Pitchford admitted uncertainty about the final price but acknowledged the increasing costs of game development. He mentioned, "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. Borderlands 4 has more than twice the development budget for Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."

Pitchford's comments, suggesting that fans who can't afford the game aren't "real fans," have left many feeling alienated and reconsidering their purchase.

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. Zelnick emphasized the value provided by their games, stating, "I have said for a long time that we offer enormous value and that that's our job. Of course, we certainly believe that compared to other forms of entertainment, whether that's movie tickets or live events or streaming services, the value for our entertainment that we offer is just astonishing, and it's our job."

He further added, "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 comes at a time when 2K announced that their upcoming title Mafia: The Old Country will be priced at $50, and rumors suggest GTA VI might exceed $100.

Take-Two has always advocated for game-by-game pricing. In a recent interview with GamesIndustry.biz on May 16, Zelnick reiterated, "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."

Recent developments in the Borderlands series, including review bombing due to EULA changes, have heightened tensions. With the new concerns about Borderlands 4's price, Gearbox may need to pay closer attention to fan feedback.

Borderlands 4 is scheduled for release on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Keep an eye on our updates for the latest news on the game!