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

As excitement builds for the upcoming release of Borderlands 4, fans eagerly await more details, particularly regarding its price. Gearbox Software's CEO, Randy Pitchford, recently stirred controversy with his comments on the game's potential $80 price tag. Dive deeper to see how the community reacted and what Take-Two Interactive, the game's publisher, has to say about pricing strategies.

Borderlands 4 Pricing Issues

Gearbox CEO Says If You’re a Real Fan, You'll Find a Way to Make it Happen

With Borderlands 4 on the horizon, fans are keen to learn everything about the game, including its cost. While the exact price remains undisclosed, speculation suggests it might exceed $80. On May 14, Gearbox CEO Randy Pitchford took to Twitter (X) to respond to a fan concerned about the high cost, stating that the price isn't his decision and that true fans will find a way to purchase the game.

Pitchford's statement sparked significant backlash among fans, many of whom expressed their frustration in the comments. Some criticized it as one of the most tone-deaf responses from a CEO, while others pointed out the potential for even higher costs with additional content like season passes and skins.

During a PAX East panel on May 10, Pitchford admitted uncertainty about the game's final price but acknowledged the increasing costs of game development. He revealed that Borderlands 4 has a development budget more than double that of Borderlands 3, citing rising costs and tariffs as contributing factors.

Fans were left unsatisfied with Pitchford's handling of the pricing discussion, feeling alienated by the suggestion that their dedication to the series should override financial considerations.

Take-Two’s Response in Pricing

In contrast, Take-Two Interactive, the publisher behind Borderlands 4, offered a more measured perspective on game pricing. In an interview with IGN, CEO Strauss Zelnick emphasized the company's commitment to delivering exceptional value, comparing video games to other forms of entertainment.

Zelnick 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."

He further elaborated, "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 approach reflects Take-Two's strategy of game-by-game pricing, as evidenced by the $50 price point for their upcoming title, Mafia: The Old Country, and rumors of GTA VI potentially exceeding $100.

In an interview with GamesIndustry.biz on May 16, Zelnick reiterated Take-Two's philosophy, stating, "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."

Amidst recent controversies surrounding the Borderlands series, including review-bombing over EULA changes, the pricing of Borderlands 4 has become a significant concern for fans. As Gearbox prepares for the game's launch on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, they will need to heed the feedback from their community.

For the latest updates on Borderlands 4, keep an eye on our dedicated coverage.