Randy Pitchford Addresses Borderlands 4 $80 Price Controversy Amid Fan Backlash

The uproar over Randy Pitchford’s $80 Borderlands 4 comment has intensified, with rival publishers seizing the moment to promote their titles. Pitchford, in response, referenced earlier statements on the game’s pricing, emphasizing: "Here’s the unfiltered truth."

Devolver Digital, known for bold marketing and titles like Hotline Miami and Cult of the Lamb, capitalized on the controversy with a sharp social media jab.

For those unaware, Pitchford ignited the debate by replying to a fan worried about an $80 price tag for Borderlands 4, stating: “If you’re a true fan, you’ll figure it out.”

Here’s the 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) Not my decision. B) If you’re a true fan, you’ll figure it out. Back in 1991, I was fresh out of high school, working minimum wage at an ice cream shop in Pismo Beach, and I managed to buy Starflight for Sega Genesis for $80."

Devolver Digital quote-tweeted IGN’s X post about 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 tweet, quote-tweeting: “Mycopunk’s cheaper than a hit of meth—and likely safer too!”

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 was largely negative. One X user declared, “I’m pirating Borderlands 4.” Another urged, “Please stop. Apologize and move on. This isn’t fair to your developers. Do the right thing.” A third added, “Randy, we’re begging you to stop. Borderlands 4 had massive hype, and it’s crumbling 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 apologized. However, he did highlight a recent PAX East comment on Borderlands 4’s price, calling it: “Here’s the unfiltered truth.”

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

"I’ll be honest—I don’t know the price. That’s the truth. It’s a complex time,” he said.

"We’re in a competitive market where decision-makers aim to maximize sales while being mindful of price-sensitive consumers. Some resist price hikes, even those setting the prices.

"But game budgets are soaring, and retail packaging faces tariffs. It’s tough out there. Borderlands 4’s development budget is over double that of Borderlands 3. So, honestly, I don’t know the final price.”

Pitchford elaborated: “Our philosophy, whatever the price, is to entertain. Yes, we need resources to create bigger, better games. Borderlands 4’s ambition is possible because fans supported Borderlands 3, giving us a budget more than double the last game. 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 so every player feels they got incredible value, no matter the cost. That’s our guiding principle.

“The price will be set soon. It might align with the new standard set by Nintendo and Microsoft, or we might hold back. The publisher makes that call. If it’s lower, maybe we’ll offer that mini-map fans want 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 Pitchford’s PAX East response would have been a better initial stance, as the backlash now poses a significant brand issue for Borderlands 4 before its launch.

"Your PAX East answer was spot-on 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. By next year, $80 will be standard for games. But Borderlands fans want the price justified by the game’s ambition, passion, and quality. They want to feel great 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 who want to champion the game.”

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

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In a recent IGN interview, Take-Two CEO Strauss Zelnick dodged questions about an $80 price for their games but noted consumers are “willing to pay for top-tier experiences.”

“We’ve long said we deliver immense value—it’s our mission,” Zelnick stated. “Compared to movie tickets, live events, or streaming services, our entertainment offers unmatched value. Our goal is to provide far more worth than what we charge. We believe consumers will pay for the absolute best.”