Take-Two CEO: $80 Borderlands 3 Fine for Diehards

Gearbox's Randy Pitchford suggests dedicated fans will find a way to purchase *Borderlands 4*, regardless of cost. Here’s how the community reacted to his comments and what publisher Take-Two Interactive has to say about modern game pricing.

Concerns Over Borderlands 4's Price

Gearbox CEO: "Real Fans Will Find a Way"

As *Borderlands 4* nears its launch, Gearbox Software continues to share new details. However, the game's price remains unannounced, leading to speculation it might exceed $80. On May 14, Gearbox CEO Randy Pitchford replied on X to a fan concerned about rising game costs, stating that pricing decisions aren't his alone and that true enthusiasts will manage to get the game.

This response sparked significant backlash, with many criticizing it as a tone-deaf statement from a CEO. Commenters argued that, when combined with potential season passes and cosmetic items, the total cost could easily surpass $100, making an $80 base price even harder to justify.

During a PAX East panel on May 10, Pitchford admitted he is unsure of the final price but did not dismiss the $80 possibility. He explained, "Others are acknowledging that development budgets are growing, and there are costs associated with physical packaging. It's getting tough out there. *Borderlands 4* has more than double the budget of *Borderlands 3*—more than double. So honestly, I don't know what the price will be."

Unsurprisingly, fans were displeased with Pitchford's approach. The implication that not paying a high price makes someone less of a "real fan" has left many reconsidering their purchase.

Take-Two's Stance on Pricing

In contrast, Take-Two Interactive has been more measured in its discussion of pricing. In an interview with IGN, CEO Strauss Zelnick addressed the possibility of an $80 price tag for their titles.

He stated, "I've long said that our responsibility is to deliver enormous value. We believe that compared to other entertainment like movie tickets, live events, or streaming, the value we provide is exceptional. That's our job."

Zelnick added, "Our goal is to offer far more value than we charge. We think consumers are willing to pay for the absolute best, and it's our job to create exactly that." Meanwhile, 2K recently announced *Mafia: The Old Country* will be priced at $50, and rumors continue to swirl that *GTA VI* could cost over $100.

Take-Two has consistently advocated for flexible, title-specific pricing. In a May 16 interview with GamesIndustry.biz, Zelnick elaborated, "We've always priced games variably. As an entertainment company aiming to deliver major hits globally, our mission is always to provide more value than the price we set."

The *Borderlands* series has faced recent challenges, including review bombing over EULA changes. With fresh concerns about *Borderlands 4's* cost, Gearbox may need to pay closer attention to fan feedback.

*Borderlands 4* is scheduled for release on September 12, 2025, for PlayStation 5, Xbox Series X|S, Nintendo Switch 2, and PC. For the latest updates on the game, check out our related article below.