Borderlands 4's $80 Tag Fine for Fans, CEO Says

Gearbox CEO Randy Pitchford claims dedicated Borderlands fans will prioritize buying the fourth installment, regardless of cost. Discover how players reacted to his remarks and Take-Two Interactive's stance on pricing strategies.

Borderlands 4 Pricing Controversy

Gearbox CEO's Divisive Stance on Game Affordability

As Gearbox Software shares more details ahead of Borderlands 4's launch, the unresolved question of pricing—potentially exceeding $80—has sparked concern. Following a May 14 Twitter exchange where Pitchford responded to price concerns by stating "true fans will find a way," the gaming community erupted in criticism. Many called this one of the worst corporate responses in recent memory, particularly when considering potential additional costs for DLC and microtransactions.

The backlash intensified as players interpreted Pitchford's comments as dismissing legitimate financial concerns. Multiple commenters highlighted how a $80 base price could balloon beyond $100 with post-launch content, making gaming increasingly inaccessible.

During PAX East on May 10, Pitchford acknowledged uncertainty about final pricing while confirming development costs have more than doubled since Borderlands 3. "With rising production budgets and retail packaging tariffs, pricing becomes complex," he explained, stopping short of denying the $80 possibility.

The CEO's implication that price-conscious players aren't legitimate fans has significantly impacted pre-launch sentiment, with many reconsidering their purchase.

Take-Two's Contrasting Approach to Pricing

Take-Two Interactive adopted a markedly different tone regarding premium pricing. In an IGN interview, CEO Strauss Zelnick emphasized delivering exceptional value: "Our entertainment offers astonishing value compared to movies or streaming services—that's our responsibility."

Zelnick stressed quality-driven pricing: "We aim to exceed players' value expectations dollar-for-dollar. Consumers invest in excellence, and we're committed to delivering it." This philosophy manifests differently across their portfolio—upcoming Mafia: The Old Country will retail at $50, while rumors suggest GTA VI may surpass $100.

Speaking to GamesIndustry.biz on May 16, Zelnick reaffirmed Take-Two's flexible pricing strategy: "We've always tailored pricing per title while ensuring our products deliver greater worth than their cost."

Amid recent controversies including EULA-related review bombing, Gearbox faces mounting pressure to address fan concerns about Borderlands 4's pricing structure.

Borderlands 4 launches September 12, 2025 across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC platforms. For continued coverage, explore our latest updates below.