As Borderlands 4 inches closer to its highly anticipated 2025 release, developer Gearbox Software continues to generate buzz—though not all of it positive. One of the most talked-about topics? The game’s rumored $80 price tag and the controversial response from CEO Randy Pitchford, who suggested that "real fans" will find a way to afford it regardless of cost. This statement has sparked widespread backlash, reigniting the ongoing debate about video game pricing in an era of rising development budgets and consumer expectations.
Gearbox CEO: “Real Fans Will Find a Way”
During a May 14 Twitter (X) exchange, a fan expressed concern over the industry’s trend of increasing game prices, noting that few players are willing to pay $80 for a title. In response, Randy Pitchford stated that pricing decisions aren’t his to make—and added that dedicated fans will always find a way to play, implying that financial constraints shouldn’t stop true supporters.
Unsurprisingly, the comment quickly went viral, drawing sharp criticism from the gaming community. Many called it out of touch, with users labeling it one of the most tone-deaf responses from a gaming executive in recent memory. Critics pointed out that such a mindset risks alienating loyal players, especially when additional costs like season passes, cosmetic DLCs, and in-game purchases could push the total well beyond $100.
At the PAX East panel on May 10, Pitchford elaborated, acknowledging that Borderlands 4 has more than double the development budget of Borderlands 3. He cited rising production costs, including retail packaging tariffs and expanded content scope, as factors influencing potential pricing. “The truth is, I don’t know what the price is going to be,” he admitted, stopping short of ruling out an $80 launch price.
This lack of clarity, combined with his “real fans” remark, has left many players feeling undervalued. The sentiment among the community is clear: passion shouldn’t be measured by purchasing power.
Take-Two’s More Measured Stance on Pricing
In contrast to Pitchford’s comments, Take-Two Interactive CEO Strauss Zelnick adopted a more consumer-conscious tone in a recent interview with IGN. While not addressing Borderlands 4 directly, Zelnick emphasized the company’s commitment to delivering value.
“We offer enormous value,” Zelnick stated, “and that’s our job.” He compared video games favorably to other forms of entertainment—such as movie tickets, live events, and streaming subscriptions—arguing that games provide far more long-term enjoyment per dollar spent. “It’s our responsibility to deliver much more value than what we charge,” he added, reinforcing the idea that players should feel they’re getting a fair deal.
Zelnick also reiterated Take-Two’s philosophy of game-by-game pricing, explaining in a GamesIndustry.biz interview on May 16 that the company has long supported variable pricing based on development scale, content volume, and market conditions. This approach allows flexibility—evident in 2K’s recent announcement that Mafia: The Old Country will launch at $50, positioning it as a premium yet accessible title.
Meanwhile, speculation continues to swirl around other Take-Two franchises, with rumors suggesting GTA VI could exceed $100 at launch. While unconfirmed, these discussions highlight the growing tension between rising production costs and player affordability.
A Growing Disconnect?
The mixed messaging between Gearbox and its parent company underscores a broader challenge in the gaming industry. As budgets climb and monetization models evolve, developers and publishers must balance financial realities with fan loyalty. Pitchford’s remarks, however well-intentioned, have been perceived as dismissive—especially amid ongoing concerns like EULA changes that previously led to review bombings across the Borderlands franchise.
With Borderlands 4 set to launch on September 12, 2025, across PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC, Gearbox has a narrow window to rebuild trust. Transparent communication, fair pricing, and meaningful engagement with the community may be key to ensuring the game’s success—not just at launch, but in the long term.
Stay tuned for the latest updates on Borderlands 4, including official pricing, gameplay reveals, and pre-order details. [ttpp]
