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

As excitement builds for the upcoming release of Borderlands 4, fans are eagerly awaiting more details from developer Gearbox Software. One crucial piece of information that remains undisclosed is the game's price, which has sparked concerns among the community about a potential price tag exceeding $80. On May 14, Gearbox CEO Randy Pitchford addressed these concerns in a Twitter (X) post, responding to a fan's comment about the reluctance of many gamers to pay such a high price. Pitchford stated that the pricing decision is not within his control and emphasized that "real fans" would find a way to purchase the game, regardless of cost.

This statement stirred significant backlash from the fanbase, with many expressing their frustration in the comments section. Several users criticized Pitchford's response as one of the worst a CEO could give, pointing out that the base price might just be the beginning, with additional costs for season passes and skins potentially pushing the total expenditure even higher.

During a PAX East panel on May 10, Pitchford admitted to being unsure about the game's final price but did not dismiss the possibility of it reaching $80. He highlighted 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 for Borderlands 3. More than twice. So the truth is, I don't know what the price is going to be."

Fans expressed disappointment over Pitchford's implication that those unable to afford the game are not "real fans," leading many to reconsider their purchase.

Take-Two’s Response on Pricing

In contrast, Take-Two Interactive, the parent company of Gearbox, adopted a more measured approach to discussing the pricing of Borderlands 4. In an interview with IGN, Take-Two CEO Strauss Zelnick addressed the possibility of an $80 price point for their games. He emphasized the value that their games offer, 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."

Zelnick 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 comes as 2K, another Take-Two subsidiary, announced that their upcoming title Mafia: The Old Country will be priced at $50, while rumors suggest GTA VI could 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 due to EULA changes, have heightened tensions. With the new pricing concerns for Borderlands 4, Gearbox may need to heed the feedback from its fanbase more closely.

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 for more updates by checking out our related articles below!