Gearbox CEO Randy Pitchford has posted a video on social media clarifying his earlier remark that “real fans” would buyBorderlands 4no 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 4is currently in development, with a release on July 05, 2025.
TheBorderlandsfranchise, 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 4will introduce four new Vault Huntersand a new enemy faction called the Rippers, while keeping core gameplay similar toBorderlands 3.
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 thequestion about theBorderlands 4pricing 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 thatBorderlands 4hasamassed more than twice the budget ofBorderlands 3. He thanked the dedicated fans for making this possible by purchasingBorderlands 3in 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 onBorderlands 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 whetherBorderlands 4meets its undoubtedly high sales expectations.
