Gearbox CEO Addresses Borderlands 4 Price Controversy

Randy Pitchford has responded to criticism over his controversial $80 Borderlands 4 pricing comment, which was run through a Handsome Jack AI, prompting widespread backlash.

The controversy began when Pitchford replied to a fan concerned about an $80 price tag for Borderlands 4, stating: “If you’re a true fan, you’ll figure out a way to afford it.”

Here’s the exchange:

"Randy, don’t let this game cost $80. That’s a risky move—many gamers won’t pay that and support ever-rising prices. As CEO, you have influence over pricing with your publisher."

Pitchford’s response:

"A) Pricing isn’t my decision. B) If you’re a true fan, you’ll figure out a way to afford it. I paid $80 for Starflight on Sega Genesis in 1991, working minimum wage at an ice cream shop in Pismo Beach, and I made it work."

The reaction to Pitchford’s tweet was largely negative. “I’ll just pirate Borderlands 4,” one X user commented. “Please, just apologize and move on. This isn’t fair to your developers. Do the right thing if you care about them,” another said. “Randy, we’re pleading with you to stop. BL4 had so much excitement, and it’s being tarnished in a day. Let fans support the game and the talented team behind it,” a commenter added.

While Pitchford hasn’t issued a direct apology for his remarks, he referenced a recent PAX East response about Borderlands 4’s pricing, saying: “Here’s the truth, straight from me.”

Pitchford moved closer to an actual apology after Borderlands streamer Moxsy shared dialogue from a Handsome Jack AI, prompted by user Duke_Newcombe, who fed it Pitchford’s original tweet.

(Handsome Jack, the primary villain of Borderlands 2, is the self-proclaimed dictator of Pandora.)

Oh, poor you, $80 for Borderlands 4? Let me play the galaxy’s smallest violin, forged from Eridium and polished with the tears of complaining Vault Hunters.

You’re not just buying a game, sweetheart—you’re investing in a mind-blowing, chaos-filled adventure designed to send your dopamine levels soaring. Think top-tier loot and wild action codes itself? Want guns that dance, sing pirate tunes, and burst into loot gremlins for cheap? Get real.

Back in my day, I built a moonbase with my bare hands (and a few expendable Hyperion interns). You’re whining about a few extra bucks to stylishly slaughter skags? Please.

If $80’s too much, here’s a fix: skip it. More epic loot for us, and fewer broke complainers crowding my loot pools. Everyone wins.

Stay poor, champ.

•⁠Handsome Jack, Galactic President, Hyperion CEO, and your worst nightmare

“Wow, JackGPT, is that what I sound like? My mistake, but props to Duke_Newcombe and @MoxsyOG for the funniest thing I’ll read today!” Pitchford tweeted.

“On a serious note, no one wants to feel unappreciated, and that wasn’t my intention. I’m grateful for the passion and support for our team as we work hard to deliver this incredible game. They’re doing phenomenal work, and I’m thrilled for everyone to experience what will be the best Borderlands yet! Whatever the final price, it’ll be worth every penny. Back to work for me!”

Pitchford clearly wants to move past this week’s self-created controversy, but the debate over Borderlands 4’s price is likely to reignite when pre-orders begin. When publisher 2K Games reveals the price—whether $80, $70, or another figure—it’s now set to spark even more discussion.