Randy Pitchford, the Gearbox CEO, sparked controversy by telling a fan that “real fans” will find a way to pay $80 for “Borderlands 4.” This comment comes as the gaming industry sees a trend toward higher prices, with companies like Nintendo and Microsoft leading the shift. While Pitchford stated that pricing decisions are not his call, he noted that game development costs, including for “Borderlands 4,” have risen significantly. Reactions to his statement were mixed, with many criticizing it as out of touch amidst current economic challenges. 2K Games has yet to confirm pricing for the anticipated September 2025 release.
Randy Pitchford, the outspoken head of Gearbox, has addressed a fan’s worries about the potential $80 price tag for Borderlands 4, asserting, “if you’re a true fan, you’ll find a way to make it happen.”
The video game industry has recently transitioned to an $80 standard, starting with Nintendo and Mario Kart World, followed by Microsoft’s price increase set to take effect this holiday season. Is Borderlands 4 next in line?
So far, 2K Games and its parent company Take-Two have been unclear about whether they will adopt the $80 pricing, and Randy Pitchford has maintained that the choice lies beyond his authority. However, in response to a concerned fan on social media, Pitchford stirred up some controversy by stating that if you’re a “true fan, you’ll find a way to make it happen.”
Here’s the exchange:
“Randy, this game better not be 80 dollars. Don’t take that risk; many gamers won’t pay 80 dollars and support this ongoing price increase. As CEO, you have some influence over the pricing with your publisher.”
And here’s Randy Pitchford’s reply:
“A) Not my call. B) If you’re a true fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis priced at $80 back in 1991 when I was fresh out of high school and working minimum wage at an ice cream parlor in Pismo Beach, and I figured out a way to make it work.”
As expected, Pitchford’s remarks have ignited a lively backlash.
“Lmao CEO said ‘true fan’ WHOOO WEEEE in this economy,” commented one social media user. Another remarked, “Wow, that’s a poor take… cost of living crisis and you’re just going to say ‘if you’re a true fan…’ that’s outrageous.” A third added, “What an elitist, out-of-touch comment.” Another user remarked, “His solution is just to buy it; you know you will. Is this how you treat loyal customers?” “You should’ve just stuck to ‘not my call’ and left the gaslighting out of your response,” another criticism read.
Last week, during a PAX East panel, Pitchford claimed he had no knowledge of the Borderlands 4 pricing but didn’t dismiss the possibility of an $80 tag.
“I’ll be honest. I don’t know. That is the truth. I’m being straightforward. It’s a fascinating time,” he stated.
“On one hand, we have a competitive market where those making pricing decisions want to maximize unit sales while being cautious of price-sensitive consumers. Some individuals don’t want to see prices rise, even the ones who set those prices.
“On the other hand, there are others acknowledging that game budgets are escalating, along with costs for retail packaging. It’s becoming a challenging environment. Borderlands 4 has more than double the development budget of Borderlands 3. More than double. So the reality is, I don’t know what the price will be.”
In a recent interview, IGN inquired whether Take-Two would adopt the $80 price point for its games. Take-Two’s Strauss Zelnick was noncommittal but did mention that consumers would be “willing to pay for the very best.”
“I’ve long stated that we provide tremendous value, and that is our responsibility,” Zelnick noted. “Certainly, we believe that, compared to other forms of entertainment, whether movie tickets or live events or streaming services, the value we offer is remarkable, and it’s our duty. It’s our job to deliver significantly more value than what we charge. That’s our mission. We believe consumers are willing to invest in the very best.”
Earlier this month, 2K announced a surprisingly low $50 price for Mafia: The Old Country, clarifying that it is not an open-world title, but rather a linear, narrative-driven experience. This announcement received positive feedback, with many fans expressing preference for a high-quality, shorter, story-driven Mafia game over a sprawling open-world experience filled with repetitive mechanics.
Indeed, there appears to be an increasing demand for these more affordable, digestible games, with Sandfall’s acclaimed Clair Obscur: Expedition 33—selling an impressive 2 million copies despite day-one availability on Game Pass—seen as a possible trendsetter.
With Borderlands 4 scheduled for release on September 12, 2025, 2K Games will need to announce the price sooner rather than later.
Photo by Jon Kopaloff/Getty Images for Lionsgate.
Wesley is Director, News at IGN. You can find him on Twitter at @wyp100. Reach out to Wesley at [email protected] or confidentially at [email protected].