Gearbox and the price of Borderlands 4: noise, retraction, and crisis

The CEO of Gearbox Software, Randy Pitchford, tried to put out the fire he himself started on social media after poorly received statements about the possible price of Borderlands 4. In a new statement, Pitchford stated that his comments were misunderstood and that he does not want anyone to pay more than they can for a game.

"I apologize if there was a misunderstanding. The absolute truth is that I don't want anyone to pay more than they should or feel comfortable with, and I always work with the purpose and hope that a consumer always feels they got the best deal, regardless of what they pay."

The controversy started with a response from Pitchford to a fan on X (formerly Twitter), where he mentioned that "true fans" would find a way to buy the game at launch, even if it cost 80 euros. The statement generated immediate criticism, being interpreted as an elitist appeal and disconnected from the economic reality of many players.

The CEO tried to justify himself by explaining that he was only responding to a legitimate concern about the price of the game in the possible Nintendo Switch 2 version, and that, although an increase of 10 euros in the standard price may occur — following the industry trend — it would not affect the reception of the title.

"What I wanted to do was explain that it's not my decision, but if a 10 euro increase happens (as it's obviously the path the industry is following), it's okay and Borderlands 4 won't have problems because it's a great game and there are lots of fans who will see the value and will want it."

The tone used by Pitchford, especially when mentioning "true fans," was heavily criticized. He acknowledged the mistake, claiming that the expression had taken on exaggerated proportions and that his intention was only to respond empathetically to a player concerned about the company's future.

Nevertheless, the repercussions reignited the debate about abusive prices of AAA games, especially in a scenario of global inflation, wage stagnation, and increasing monetization practices by developers.

Despite the controversy, Pitchford reiterated his commitment to the fans, highlighting his passion for the work and the importance of maintaining direct contact with the community:

"The honest truth is that I am grateful to all who enjoy our games. As an artist, I don't want price increases because I want everyone to have access to what we create."
"I am here to entertain people... my priority has always been to add some joy, happiness, and creativity to the world."

With a scheduled release date of September 23, 2025 on PS5, Xbox Series X/S, and PC, Borderlands 4 is expected to have more details revealed in July, at a Gearbox event. Until then, it remains to be seen if the company will be able to regain the trust of some of its more critical audience.