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The upcoming release of *Borderlands 4* has stirred quite a conversation among fans—especially after Gearbox CEO Randy Pitchford made a controversial statement suggesting that “real fans” will find a way to purchase the game regardless of its price. With rumors swirling around an $80 base price tag, many players are already feeling the pressure from rising game costs in today’s market.
What started as a simple Twitter reply has turned into one of the most talked-about moments in recent gaming news. Fans have reacted strongly, with many questioning whether developers are truly listening to their audience. Read on to explore what Pitchford said, how fans responded, and what publisher Take-Two Interactive thinks about escalating game prices.
Borderlands 4 Pricing Concerns
Gearbox CEO Suggests Real Fans Will Pay No Matter the Price
As *Borderlands 4* approaches its September 12, 2025 release date, details about the game continue to roll out—but one key detail still missing is its official price. For months, fans have expressed concern over the possibility of the game costing more than $80, especially amid broader industry trends toward higher retail prices for AAA titles.
During a May 14 social media interaction, Gearbox CEO Randy Pitchford responded to a fan who questioned the affordability of games priced at $80 or more. His reply? That pricing decisions were not his to make—and that "real fans" would find a way to get the game regardless of cost. This remark immediately sparked backlash across forums and comment sections.
Many fans criticized the response as tone-deaf, with some calling it one of the worst replies ever given by a game executive. One user pointed out that if season passes and cosmetic microtransactions are factored in, the total cost could easily reach $100—making even the base $80 price point feel excessive.
Earlier during a PAX East panel on May 10, Pitchford admitted he was unsure of the final price of *Borderlands 4*, but acknowledged the growing costs of development and production. He noted that the game's budget is over twice that of *Borderlands 3*, citing increased expenses like tariffs on physical packaging and the rising scale of modern game development.
This lack of transparency combined with his dismissive tone left many fans feeling unheard and unvalued. The implication that only those willing to pay premium prices qualify as “real fans” struck a nerve, prompting many to reconsider their support for the franchise altogether.
Take-Two Interactive Takes a More Measured Approach
In contrast to Pitchford’s comments, Take-Two Interactive CEO Strauss Zelnick offered a more diplomatic stance when asked about potential $80+ price points for future titles. Speaking with IGN, Zelnick emphasized the value proposition of video games compared to other forms of entertainment such as movies, concerts, and streaming services.
He stated, “I’ve long believed that we offer enormous value, and that’s our job. Compared to other forms of entertainment, the value we deliver through gaming is astonishing. Our goal is to always provide more value than what we charge.”
Zelnick also reaffirmed that Take-Two believes in delivering premium experiences worth the investment, noting that consumers are willing to pay for top-tier quality—provided the product justifies the price. This sentiment aligns with the company’s variable pricing strategy, which allows each title to be priced based on its scope, production value, and target audience.
Interestingly, 2K (a label under Take-Two) recently announced that *Mafia: The Old Country* will carry a $50 price tag, offering a contrast to speculation that *GTA VI* might launch at over $100. These varying strategies highlight the complexity of pricing in the current gaming landscape.
With the *Borderlands* series already facing scrutiny over changes to its EULA (End User License Agreement), this latest controversy adds another layer of tension between the developer and its fanbase. If Gearbox wants to maintain goodwill ahead of the game’s September 12, 2025 launch on PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, it may need to take a step back and reassess how it communicates with its community.
For ongoing updates and insights into *Borderlands 4*, stay tuned to our coverage and join the discussion with fellow fans.
