Gearbox CEO Randy Pitchford has posted a video on social media clarifying his earlier remark that "real fans" would buy Borderlands 4 no matter the cost. His initial statement, written after a user had commented that the game "better not be 80 dollars," was quickly condemned by fans who felt that Pitchford had put a price tag on fan loyalty. Borderlands 4 is currently in development, with a release on September 12, 2025.
The Borderlands franchise, developed by Gearbox Software and published by 2K, is known for its blend of first-person looter-shooter gameplay, co-op multiplayer, and distinctive comic-inspired art style. Since its debut in 2009, the series has grown into one of the leading looter-shooters and an important property for 2K and Gearbox. Borderlands 4 will introduce four new Vault Hunters and a new enemy faction called the Rippers, while keeping core gameplay similar to Borderlands 3.
Devolver Digital Uses Borderlands 4 Price Controversy To Promote Upcoming Game
Randy Pitchford's recent comments about Borderlands 4's potential $80 price tag prompts Devolver Digital to respond by promoting its own game.
Pitchford's new post on social media explains that he does not yet know the final price, although it will be revealed soon by the publisher 2K when pre‑orders open. In the answer to the question about the Borderlands 4 pricing controversy, he notes that there are different schools of thought that try to balance price sensitivity and rising development costs. According to Pitchford, the competitive marketplace discourages unreasonable price increases, but pressure remains to increase prices of games, referring to Microsoft's and Nintendo's new pricing guidelines.
Borderlands 4's Massive Budget Might Force Price Increase
While he pointed to the market ensuring fair pricing, he also mentioned larger game budgets, tariffs on physical releases, and other expenses that can push consumer prices higher. Pitchford stated that Borderlands 4 has amassed more than twice the budget of Borderlands 3. He thanked the dedicated fans for making this possible by purchasing Borderlands 3 in record numbers. However, this could very well end up influencing pricing.
In the answer in the video, he mentions that at Gearbox they want everybody to be able to get their hands on Borderlands 4. In a previous post, he said, "nobody likes being taken for granted and it was not my intent."
Unfortunately, Pitchford still doesn't have a price to share with the public. Pre‑orders, which, according to the CEO, will begin "soon," are going to finally reveal whether 2K follows suit with major publishers adopting a new $80 price tag. With a number of excellent game releases this year, the price could easily determine whether Borderlands 4 meets its undoubtedly high sales expectations.
Borderlands 4
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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
