Randy Pitchford, the vocal CEO of Gearbox, has recently addressed concerns raised by fans about the potential $80 price tag for their upcoming release, Borderlands 4. In response to a fan expressing doubt about the increased price, Pitchford commented that true fans would find a way to afford the game. This comes after significant price increases in the video game industry, with companies such as Nintendo and Microsoft both raising their retail game prices to the $80 mark.
There has been speculation surrounding the potential for Borderlands 4 to follow this pricing trend. 2K Games, the publisher, along with its parent organization, Take-Two, have yet to make a definitive statement about the issue, leaving it largely up in the air. Pitchford has stated publicly that pricing decisions are largely out of his hands, but his recent comments on social media seem to indicate support for the increased cost.
The dialogue between Pitchford and the concerned fan regarding the potential $80 rate for Borderlands 4 began with the fan urging Pitchford not to take the risk of increasing the price. They argued that gamers were not likely to accept continual price hikes, pushing back against the notion. Despite his status as CEO, they encouraged Pitchford to use his influence with the publisher to resist the increase.
Pitchford replied, stating the price decision was not his to make. However, he also suggested that genuine fans should find a way to afford it. He referenced his own experience as a young man, spending his minimum wage earnings on a Sega Genesis game, expressing that his passion for gaming helped him find a way to accommodate the expense.
Unsurprisingly, Pitchford’s comments instigated a heated response. Fans took to social media to express their thoughts, with many criticizing the CEO for being out of touch. One user referred to his comments as “elitist”, while others suggested that Pitchford’s response should’ve ended after stating that the price wasn’t his call.
During the recent PAX East panel, Pitchford outlined that he was unsure about the price of Borderlands 4, but didn’t eliminate the possibility of an $80 price point. He acknowledged the complexity of the current gaming market, emphasizing the conflict between wanting to sell as many copies as possible and understanding that many consumers are sensitive to price increases.
Pitchford added that the development budget for Borderlands 4 is over twice that of Borderlands 3, and factoring issues such as tariffs for retail packaging, the cost of producing games continues to escalate.
In a recent discussion with Take-Two CEO Strauss Zelnick, the potential for the company to increase game prices was broached. While Zelnick did not definitively mention an increase, he stressed the value customers receive for their money, indicating that he believes customers are inclined to pay for top-quality entertainment.
This month, 2K Games surprisingly announced a price of $50 for the game Mafia: The Old Country, a linear, narrative-driven game as opposed to an open-world variation. The news was generally applauded, with fans expressing their favor for a more affordable, shorter story-based game compared to an inflated, open-world game teeming with repeated elements.
As the scheduled release for Borderlands 4 is set for September 12, 2025, 2K Games will need to declare its price sooner rather than later.
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