Randy Pitchford Addresses Borderlands 4 Price Controversy

The uproar over Randy Pitchford’s $80 Borderlands 4 comment has intensified, with video game publishers seizing the moment to promote their titles. Pitchford, meanwhile, has referenced earlier statements about the game’s pricing, emphasizing, “Here’s the truth you need to know.”

Devolver Digital, known for bold marketing and games like Hotline Miami and Cult of the Lamb, has capitalized on the controversy with a sharp promotional jab.

For those unaware, Pitchford ignited the debate by responding to a fan worried about an $80 price tag for Borderlands 4, saying, “If you’re truly dedicated, you’ll figure out a way to afford it.”

Here’s the full exchange:

“Randy, don’t price this game at $80. It’s a risky move—many gamers won’t pay that and it fuels the trend of rising costs. As CEO, you have influence over pricing with your publisher.”

Pitchford’s reply:

“A) I don’t set the price. B) If you’re a true fan, you’ll make it work. Back in 1991, I was fresh out of high school, working minimum wage at an ice cream shop in Pismo Beach, and I still managed to buy Starflight for Sega Genesis for $80.”

Devolver Digital quoted IGN’s X post on the story to promote Mycopunk, its upcoming co-op first-person shooter, stating, “You can buy Mycopunk for you and three friends for the cost of one Borderlands 4 copy.”

Pitchford responded to Devolver’s post, quipping, “Mycopunk costs less than a hit of meth—and likely has fewer side effects!”

Mycopunk is cheaper than a point of meth - probably has fewer side effects, too! https://t.co/ICgEYZ7FEq

— Randy Pitchford (@DuvalMagic) May 21, 2025

As expected, the reaction to Pitchford’s tweet has been largely negative. One X user declared, “I’m going to pirate Borderlands 4.” Another pleaded, “Please stop. Just apologize and move on. This isn’t fair to your developers. Do the right thing if you care about them.” A third added, “Randy, we’re begging you to stop. Borderlands 4 had so much hype, and it’s being tarnished in a day. Let fans support the game and the talented team behind it.”

As of this article’s publication, Pitchford has neither retracted his statement nor issued an apology. However, he highlighted a recent PAX East comment on Borderlands 4’s price, saying, “This is the truth you’re looking for.”

During a PAX East panel last week, Pitchford claimed he was unaware of Borderlands 4’s price but didn’t dismiss the $80 figure.

“I’ll be honest—I don’t know the price. That’s the truth,” he said. “We’re in a competitive market where decision-makers aim to maximize sales while being mindful of price-sensitive consumers. Some don’t want prices to rise, even those setting them.

“But game budgets are growing, and retail packaging faces tariffs. It’s getting tough out there. Borderlands 4’s development budget is over twice that of Borderlands 3. So, truthfully, I don’t know what the price will be.”

Pitchford added, “Our philosophy, whatever the price, is to entertain. We want more resources to create bigger, better games. Borderlands 4’s ambition is possible because fans supported Borderlands 3, giving us a budget more than double its predecessor. That’s incredible. With revenue, we can invest in even grander projects.

“As creators, we want everyone to experience our work. We strive to make it accessible while ensuring buyers feel they got exceptional value. That’s our guiding principle.

“The price will be set soon. It might align with the new pricing trend set by Nintendo and Microsoft, or we might hold back. The publisher will decide. If it’s lower, maybe we’ll offer that mini-map you’ve been asking for later. How much do you want it? $10? Just kidding… or maybe not.”

He concluded, “Borderlands is phenomenal and worth every penny.”

Some social media users noted that Pitchford’s PAX East remarks were a solid initial response, but the current backlash poses a branding challenge for Borderlands 4 ahead of its launch.

“This was the perfect response and should’ve been the end of it,” said Borderlands streamer Moxsy. “The backlash to your second comment stems from its wording, not the price itself. Most games will hit $80 by next year. But Borderlands fans want the price justified by the game’s ambition, passion, and quality. They want to feel good about supporting a franchise they’ve loved for over a decade and the devs who’ve impacted their lives. This ‘not a real fan’ rhetoric is toxic and hurts those eager to support the game.”

Publisher 2K Games is expected to reveal Borderlands 4’s price when pre-orders begin soon. The game launches September 12, 2025.

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In a recent IGN interview, Take-Two CEO Strauss Zelnick was asked if the company would adopt an $80 price point. Zelnick remained noncommittal but noted that consumers are “willing to pay for top-tier experiences.”

“We’ve long said we deliver tremendous value—it’s our mission,” Zelnick stated. “Compared to other entertainment like movies, live events, or streaming, our games offer unmatched value. Our goal is to provide far more worth than what we charge. We believe consumers will pay for the absolute best, and it’s our job to deliver that.”