Borderlands 4 receives 20% discount on Steam 1 month after CEO's speech

The Borderlands 4 has received its first significant discount, of 20%, on Steam in less than a month after release. This move by Gearbox is a point of criticism towards communication management and market predictions, as it directly contradicts the statement made by CEO Randy Pitchford in June.

The CEO had responded to the 95% cut in the price of Borderlands 3 after five years by stating that players would have to "take even longer" to see a similar discount in the fourth title, including entry into subscription services like Xbox Game Pass or PlayStation Plus. The 20% discount in just four months after the statement, and a few weeks after the release, undermines that prediction.

The offer on Valve’s marketplace extends until October 20 and applies to the three versions of the game: Standard, Deluxe Edition, and Super Deluxe Edition.

The downside and likely cause of the early discount is the technical reception of the game on PC. The Steam reviews are currently rated as "Mixed", with over 34,000 reviews submitted. Players have been facing recurring performance issues, with the experience being described as a "stuttering mess" in some instances.

The discount may help boost sales and attract new customers who were hesitant due to the negative reviews. However, the real longevity of Gearbox's looter shooter depends on fixing the bugs and performance issues that have been affecting the experience of Vault Hunters on PC.

The Borderlands 4 is 20% off on Steam, contradicting the prediction of CEO Randy Pitchford that a cut would take "at least 5 years". The discount, valid until October 20 for all three versions, may be a response to the "Mixed" reception and performance issues affecting PC players in the looter shooter.