Randy Pitchford, the developer behind Borderlands 4, believes dedicated fans will find a way to purchase the game regardless of cost. Discover how fans responded to his comments and Take-Two Interactive's perspective on game pricing.
Borderlands 4's Pricing Debate
Gearbox CEO: True Fans Will Overcome Price Barriers
As Borderlands 4 approaches its launch, developer Gearbox Software has been gradually revealing more information about the game. One detail still under wraps is the final price, but concerns are rising about it possibly exceeding $80. On May 14, Gearbox CEO Randy Pitchford took to Twitter (X) to reply to a fan who voiced concerns about the gaming community’s growing hesitation toward increasingly expensive titles. Pitchford indicated that the pricing decision isn't his to make, emphasizing that dedicated followers of the series would find a way to purchase it anyway.
This statement quickly inflamed fan reactions, with many expressing frustration in the comments. Several users called it one of the worst CEO responses they had ever seen. Another pointed out the possibility of additional costs, such as season passes and cosmetic items, potentially bringing the total well above the base $80, which they already considered unreasonable.
During a PAX East panel on May 10, Pitchford admitted he didn't know the game's final price but didn't dismiss the idea of an $80 price tag. He explained, "Others in the industry recognize that development costs are climbing, and retail packaging tariffs add to that. Things are getting tough out there. Borderlands 4’s development budget is more than double that of Borderlands 3—over twice as high. Honestly, I don’t know what the final price will be."
Naturally, Pitchford’s remarks left many fans upset, especially the hint that not purchasing the game might question their loyalty. As a result, some are reconsidering their decision to buy the game at all.
Take-Two’s Approach to Game Pricing
Take-Two Interactive, in contrast, offered a more cautious take on pricing Borderlands 4. IGN interviewed Take-Two CEO Strauss Zelnick about the possibility of pricing the company’s games at $80 or higher.
Zelnick said, "I've long emphasized that we aim to deliver tremendous value—that’s our mission. We know that compared to other entertainment options—movie tickets, live events, streaming platforms—the value we provide through our games is truly remarkable, and we take that responsibility seriously."
He added, "Our objective is to provide far more value than the price we ask. We believe people are willing to pay for top-tier quality, so it’s our duty to deliver just that." In related news, 2K shared earlier this month that its upcoming title, Mafia: The Old Country, will launch at $50, while rumors about GTA VI possibly exceeding $100 continue to circulate online.
Take-Two has consistently maintained a flexible pricing model. In a May 16 interview with GamesIndustry.biz, Zelnick clarified, "We've always priced games individually. Our mission, as an entertainment company delivering blockbuster hits worldwide, is to make sure customers get more value than what they pay."
Recently, the Borderlands series has faced multiple challenges—including review bombing following EULA updates. With rising anxiety over Borderlands 4’s cost, Gearbox could benefit from listening more closely to its community.
Borderlands 4 will be released on September 12, 2025, for PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. Keep up with the latest news on the game by checking our article below.
