Borderlands 4 Price Sparks Controversy After CEO’s Remarks

LOS ANGELES, CA — Gearbox Software CEO Randy Pitchford has faced backlash after telling a fan that if they are a “real fan” of the upcoming game Borderlands 4, they will find a way to pay the potential $80 price tag. This comment came during a social media exchange where the fan expressed concern over the surging costs of video games.

The game industry has seen a recent trend of pricing new titles at $70 or $80, raising questions about the affordability of gaming. In response to a message from a fan worried about the price, Pitchford stated, “A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen.” This statement was met with swift criticism online, as many felt it disregarded the financial struggles faced by many gamers.

During a recent panel at PAX East, Pitchford again addressed the price of Borderlands 4, saying he didn’t know if it would be $80 and acknowledged the increasing costs of game development. He remarked, “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.” His comments have sparked a debate about the sustainability of such price increases in today’s economy.

Pitchford’s remarks drew various reactions on social media, with one user stating, “Lmao CEO said ‘real fan’ WHOOO WEEEE in this economy.” Another commented, “What an elitist out of touch response,” while others highlighted the cost of living crisis facing many consumers.

The controversy surfaced again when Pitchford joked on Twitter about another game being cheaper than a point of meth, further upsetting fans. As Borderlands 4’s release date approaches on September 12, 2025, clarity on its price remains essential for maintaining consumer trust.

Take-Two Interactive, Gearbox’s parent company, has yet to confirm the final price of Borderlands 4. Their CEO, Strauss Zelnick, has mentioned that consumers are “willing to pay for the very best,” but also emphasized that they strive to offer value in line with the costs.