The backlash against Randy Pitchford’s comments on the potential $80 price tag for Borderlands 4 has intensified, drawing responses from both the gaming community and other video game publishers. Pitchford, the CEO of Gearbox Software, initially sparked controversy by suggesting that true fans would find a way to afford the game, a statement that did not sit well with many fans.
Devolver Digital, known for its bold marketing strategies, capitalized on the situation to promote its upcoming game, Mycopunk. In a tweet, Devolver highlighted that Mycopunk could be purchased for the price of a single copy of Borderlands 4, emphasizing value for money. Pitchford responded to Devolver’s tweet with a quip about Mycopunk being cheaper than meth, a remark that further fueled negative reactions from the gaming community.
Social media users expressed their frustration, with some threatening to pirate Borderlands 4 and others urging Pitchford to apologize for his comments. The sentiment was that his remarks were damaging the game's reputation and hurting the developers who worked on it.
In an attempt to clarify his stance, Pitchford referenced a recent statement made at PAX East, where he admitted to not knowing the final price of Borderlands 4 but acknowledged the complexities of game pricing in today's market. He emphasized the increased development budget for Borderlands 4 and the industry's struggle with rising costs and pricing strategies.
Pitchford also shared Gearbox's philosophy on pricing, stating that the goal is to provide exceptional value to players while ensuring the company has the resources to create bigger and better games. He humorously suggested that if the game were priced lower, they might sell additional content like a mini-map, though he quickly clarified it was a jest.
Despite these clarifications, the initial backlash continues to pose a significant brand challenge for Borderlands 4 as it approaches its launch date on September 12, 2025. Some fans and industry insiders, like streamer Moxsy, believe Pitchford's PAX East comments were more appropriate and should have been the focus from the start.
As the debate over game pricing continues, 2K Games is expected to announce the official price of Borderlands 4 soon when pre-orders become available. Meanwhile, Take-Two boss Strauss Zelnick, in a recent interview with IGN, emphasized the company's commitment to offering exceptional value, suggesting that consumers are willing to pay for the best entertainment experiences.
Randy Pitchford's recent comments sparked a backlash online. Photo by Tommaso Boddi/Getty Images for Lionsgate.
