Summary
- Gearbox CEO Randy Pitchford's controversial response to a fan's concern about the price of Borderlands 4 sparked a negative backlash.
- Despite negative reception, past social media disputes involving Pitchford have seemingly not impacted Gearbox game sales.
- Some games, including Borderlands 4, may have an $80 price tag due to increasing development budgets.
Gearbox boss Randy Pitchford has once again spoken out about the controversy he recently stirred up over the price point for Borderlands 4. In late May, Pitchford chimed in on the growing discussion about video game prices jumping by a Hamilton or two. This is a course the industry has been on for a few years now, but it got kicked into higher gear with Nintendo’s Switch 2 reveal and the announcement that some games will have an $80 price tag. One fan looking forward to the upcoming Borderlands 4 directed a tweet directly at Pitchford, stating, “Randy, this game better not be 80 dollars.”
Pitchford responded, “If you’re a real fan, you’ll find a way to make it happen.” As an example of the level of dedication required, the Gearbox CEO then explained that he had worked at an ice cream parlor for minimum wage in 1991 just to buy a copy of Starflight for Sega Genesis. Not surprisingly, the reaction to this comment was not positive, and Pitchford found himself on the receiving end of flabbergasted and angry responses.
Borderlands 4's Alleged Price is Caught Between The Hammer and The Anvil
If Borderlands 4 is indeed $80, as recent comments from Gearbox's CEO suggest, it's hard to make the argument that its price is justified.
A couple of days later, Randy Pitchford responded to the criticism about his tweet, explaining that the massive development budget for Borderlands 4 might necessitate a price increase. But the fervor still hasn’t died down, and the Gearbox boss once again attempted to defend his words on May 28. In a long Twitter post, Pitchford first apologized for any misunderstanding, saying, “The absolute sincere truth is that I don’t want anyone to pay any more than they should or are comfortable with.”
Randy Pitchford Responds Again to Borderlands 4 Price Controversy
Randy acknowledged that his use of the phrase “real fans” is part of what fueled the backlash. However, he explained that his intention with the original tweet was to give reassurance that Borderlands 4 will be fine even if the price jumps to $80. The studio head also reiterated that any increase is not his call, and he expressed gratitude to everybody who likes Gearbox games and supports the team.
Pitchford’s second attempt to mitigate the negative response seems to have appeased some, while it's been dismissed by others. Words like “gaslighting” have been tossed about, but there are also fans who accept that video game prices are going to inevitably rise and it’s not the fault or responsibility of one man, inflammatory comments or not.
Pitchford isn’t new to riling up the masses, and he has found himself embroiled in social media disputes several times over the years, earning himself a somewhat negative reputation. Still, in the past, his statements haven’t seemed to impact sales of Gearbox releases, and despite Borderlands games being review bombed in May for other reasons, it’s unlikely that trend will change with the launch of Borderlands 4, currently planned for September 12, 2025.
Borderlands 4
-
OpenCritic Reviews
- Top Critic Avg: 82 /100 Critics Rec: 88%
- Released
- September 12, 2025
- ESRB
- Mature 17+ / Blood and Gore, Intense Violence, Sexual Themes, Strong Language, In-Game Purchases, Users Interact
- Developer(s)
- Gearbox Software
- Publisher(s)
- 2K
