"Borderlands 4 CEO: $80 Price No Issue for True Fans"

As anticipation builds for the release of Borderlands 4, a significant point of discussion among fans is the game's pricing. Gearbox Software's CEO, Randy Pitchford, has stirred controversy with his comments on the matter, suggesting that true fans will find a way to purchase the game regardless of its cost.

Gearbox CEO's Perspective on Pricing

With Borderlands 4 on the horizon, Gearbox Software has been actively sharing updates, but one crucial detail remains undisclosed: the price. Speculation has been rife that the game might exceed the $80 mark, causing unease among the fanbase. In a recent tweet on May 14, Randy Pitchford responded to concerns about the high cost, stating that the pricing decision is out of his hands and that genuine fans will find a way to acquire the game.

This statement sparked outrage among many fans, who expressed their disappointment and frustration in the comments. Some criticized it as one of the most insensitive responses from a CEO, while others pointed out the potential additional costs like season passes and skins, making the base $80 price even more daunting.

At PAX East on May 10, Pitchford elaborated on the pricing issue, acknowledging the rising costs of game development and the challenges posed by tariffs on retail packaging. He revealed that Borderlands 4's development budget is more than double that of Borderlands 3, but did not confirm the exact price, leaving it open-ended.

The backlash from fans has been significant, with many feeling alienated by Pitchford's suggestion that their dedication should override financial considerations. This has led to a reevaluation of their intent to purchase the game.

Take-Two Interactive's Approach to Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, has taken a more measured stance on pricing. In an interview with IGN, CEO Strauss Zelnick emphasized the value that their games provide compared to other forms of entertainment. He reiterated Take-Two's commitment to offering exceptional value, stating, "It's our job to deliver much more value than what we charge."

Zelnick further explained that Take-Two believes consumers are willing to pay for top-quality entertainment, and it is their responsibility to deliver it. This approach was highlighted by the announcement that the upcoming game Mafia: The Old Country will be priced at $50, while rumors suggest that GTA VI might exceed $100.

Take-Two's strategy involves game-by-game pricing, tailored to the value and content of each title. In a discussion with GamesIndustry.biz, Zelnick underscored their mission to provide more value than the price they charge, reflecting a consumer-centric approach.

The Borderlands series has faced recent challenges, including review bombing over EULA changes, and the pricing controversy adds another layer of concern for Gearbox. As the release date for Borderlands 4 approaches on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, it remains to be seen how Gearbox will address fan feedback on this critical issue.

To keep up with the latest developments on Borderlands 4, be sure to check out our dedicated coverage below!