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

As anticipation builds for the release of Borderlands 4, Gearbox Software has been sharing more details about the game. However, one critical piece of information that fans are eagerly waiting for is the price. Speculation is rife that Borderlands 4 might be priced at over $80, causing a stir among the gaming community. On May 14, Gearbox CEO Randy Pitchford took to Twitter (X) to address a fan's concern about the game's potential $80 price tag. Pitchford responded by saying that the pricing decision is not within his control and that true fans will find a way to purchase the game, regardless of cost.

This statement sparked a significant backlash from fans, who expressed their frustration in the comments section. Many labeled Pitchford's response as one of the most tone-deaf comments from a CEO. Some fans pointed out that the game's additional costs, such as season passes and skins, could push the total price well over $100, making the base price of $80 seem even more exorbitant.

During the PAX East panel on May 10, Pitchford admitted he was unsure about the final price of Borderlands 4 but did not dismiss the possibility of it being $80. He elaborated on the increasing costs of game development, stating, "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 of Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."

Pitchford's comments left many fans feeling alienated, with his suggestion that those who can't afford the game aren't "real fans" causing particular disappointment. This has led to fans reevaluating their decision to purchase Borderlands 4.

Take-Two's Response on Pricing

In contrast, Take-Two Interactive, the publisher of Borderlands 4, adopted a more measured approach to the pricing discussion. In an interview with IGN, Take-Two CEO Strauss Zelnick emphasized the company's commitment to providing value. He stated, "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."

Zelnick further explained, "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 sentiment was echoed in the pricing strategy for another Take-Two game, Mafia: The Old Country, which was recently announced to be priced at $50. Additionally, there have been rumors that GTA VI might exceed $100.

Take-Two has consistently advocated for game-by-game pricing. In an 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 over EULA changes, have heightened tensions. With the new controversy surrounding Borderlands 4's pricing, Gearbox may need to pay closer attention to fan feedback.

Borderlands 4 is scheduled for release on September 12, 2025, and will be available on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Stay tuned to our website for the latest updates on the game!