Gearbox CEO Randy Pitchford has stirred controversy with his response to concerns about Borderlands 4 potentially costing $80. When a fan expressed worries about the increasing price of games, Pitchford replied that "real fans" would "find a way to make it happen." This comment has sparked backlash amidst rising concerns about the cost of living and the increasing price of video games.

The gaming industry has already seen price hikes to $80 with Nintendo and Microsoft. While publisher 2K Games and parent company Take-Two have remained ambiguous about their plans for Borderlands 4, Pitchford's statement suggests a possible price increase, though he claims the decision is not his.

The exchange between Pitchford and the fan went as follows: the fan stated that the game "better not be 80 dollars" and that CEO Pitchford should have "some say with the price when it comes to your publisher." Pitchford responded with, "A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach and I found a way to make it happen."

Social media users have reacted strongly to Pitchford's comment. Many have called it elitist and out of touch, especially given the current economic climate. Some have suggested that Pitchford should have stopped at "not my call" to avoid alienating loyal consumers.

During a PAX East panel, Pitchford admitted he didn't know the price of Borderlands 4 but didn't dismiss the possibility of it being $80. He cited increasing development budgets and tariffs as factors influencing game prices, noting that Borderlands 4 had more than twice the development budget of Borderlands 3. Take-Two boss Strauss Zelnick stated that consumers are "willing to pay for the very best," emphasizing the value their entertainment provides compared to other forms.

Contrastingly, 2K recently announced a $50 price point for Mafia: The Old Country, a linear, narrative-driven game. This announcement was well-received, with many fans expressing interest in shorter, high-quality story-driven games over bloated open-world experiences. The success of games like Sandfall’s Clair Obscur: Expedition 33, which sold 2 million copies despite being on Game Pass, indicates a growing demand for such manageable titles.

With Borderlands 4 slated for release on September 12, 2025, 2K Games is expected to announce the game price soon.