Borderlands 4 Boss Walks Back Controversial $80 Comment About ‘Real Fans’—What It Means for Gamers

Randy Pitchford, the head of Gearbox, recently apologized for comments he made about the price of Borderlands 4. He claimed that “real fans” would pay $80 for the game, leading to a backlash from fans worried about the rising costs of video games.

Borderlands 4 is expected to launch later this year on various platforms, including consoles and PCs, but an official price hasn’t been set yet. Fans are concerned it could be as high as $80, especially since companies like Microsoft and Nintendo are raising prices.

Pitchford acknowledged the potential price increase but clarified that the final decision isn’t in his hands. He faced criticism for suggesting that devoted fans would still buy the game regardless of the cost. He later addressed the backlash by saying, “I am sorry there was a misunderstanding.” He emphasized that he didn’t want to pressure anyone into paying more than they’re comfortable with.

He also mentioned that his comments were meant to highlight the strong community surrounding Borderlands, reassuring fans that the sequel would sell well, even if prices rise. However, he admitted that using the term “real fans” may have been a misstep. He explained that he didn’t mean to make anyone feel excluded or undervalued.

Pitchford’s true goal is to make games accessible to a wide audience. He expressed his wish to keep prices down so everyone can enjoy their creations. He noted, “As an artist, I don’t want prices to go up… but the market and economy are driving prices up.”

Interestingly, gaming industry trends are showing that the average price of games has increased over the years. According to a recent report from the NPD Group, new video game prices rose about 20% over the past five years. This increase is not just limited to AAA titles; smaller games are also seeing price hikes. Fans on social media are sharing their thoughts, with some agreeing that it’s getting too expensive, while others are willing to pay for their favorite franchises.

Ultimately, Borderlands 4 is set to launch on September 12, 2025, earlier than its initial date. With the strong community around the game, it will likely still find its audience, but the dialogue about pricing is important as the gaming landscape continues to change.

For more on gaming trends and prices, check out NPD Group’s report.

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