Pitchford Sets Record Straight on $80 Borderlands 4 Claim

The controversy surrounding Randy Pitchford's remarks about Borderlands 4 potentially costing $80 has intensified, with other game publishers joining the conversation to promote their own titles. Meanwhile, Pitchford has doubled down by referencing his earlier statements about pricing, stating: "If you want the truth, here it is."

Publishers Join the Conversation

Devolver Digital, known for its sharp marketing that often capitalizes on trending social media topics, seized the opportunity to highlight its upcoming Borderlands-like co-op shooter Mycopunk. The publisher responded to IGN’s coverage of the controversy, tweeting: “You're gonna be able to buy Mycopunk for you and three of your friends for the price of one copy of Borderlands 4.”

Pitchford acknowledged the jab, replying with his own quip: “Mycopunk is cheaper than a point of meth - probably has fewer side effects, too!” The response unsurprisingly drew further backlash, with fans criticizing the CEO’s attitude toward pricing concerns.

The Original Exchange That Sparked Outrage

Earlier, a fan had expressed frustration about the potential $80 price tag for Borderlands 4, urging Pitchford to reconsider. The CEO’s response—"If you’re a real fan, you’ll find a way to make it happen"—ignited a firestorm of criticism. Many accused him of dismissing genuine concerns and alienating loyal players.

The Fallout

The backlash has been severe, with players venting their frustrations online. Some even vowed to pirate Borderlands 4, while others pleaded with Pitchford to reconsider his approach. Borderlands streamer Moxsy summed up the sentiment: "Fans want to feel good about their purchase. This toxic 'not a real fan' mentality only hurts the people who want to support the game."

Pitchford’s Defense at PAX East

Amid the uproar, Pitchford pointed to his earlier remarks from a PAX East panel, where he admitted uncertainty about Borderlands 4’s pricing but emphasized the rising costs of game development. “Borderlands 4 has more than twice the development budget of Borderlands 3,” he explained, while defending the philosophy of delivering high-value experiences.

He concluded by declaring, “Borderlands is f***ing amazing and it’s worth it”—a statement some critics argued should have been his only response to the controversy.

What’s Next?

With pre-orders for Borderlands 4 expected to open soon, publisher 2K Games will likely announce the final pricing. The game launches on September 12, 2025, but whether fans will support a potential $80 price point remains uncertain.

Take-Two CEO Strauss Zelnick, when asked about potential price hikes, avoided confirming an $80 standard but emphasized that players are willing to pay for premium experiences—so long as they deliver exceptional value.