Randy Pitchford, CEO of Gearbox Software, has sparked discussion with his bold statements about the pricing of the upcoming Borderlands 4, asserting that the game’s value could justify a price tag up to five times its current $70 standard edition cost. In an interview with IGN at Gamescom, Pitchford addressed ongoing conversations about the game’s pricing, emphasizing that the perceived value of the game far exceeds its cost and dismissing the significance of online debates surrounding it.
Pitchford, known for his candid engagement with fans, previously caused a stir by suggesting that “real fans” would find a way to afford Borderlands 4 even if its price exceeded the standard rate for AAA titles. Clarifying his stance, he noted that his comments were not intended to provoke but were part of a broader conversation about value in gaming. He told IGN, “Let's be honest--the sum of all social media talk, and the sum of every article written about that--doesn't matter. Literally, it doesn't. At the end of the day, as all of us do, when we approach entertainment, we think about what it is that we want and what it is they are asking of us. If we want something, and it feels like a fair price or whatever the barrier is, then we explore it and we engage in it. And if it doesn’t feel fair, we step away.”
Pitchford emphasized that Gearbox, in collaboration with publisher 2K Games and parent company Take-Two Interactive, strives to set prices that feel fair to consumers. He argued that players purchasing Borderlands 4 for $70 should feel they are getting the “better end of the deal.” According to Pitchford, the game delivers “amazing value,” and he believes the current pricing reflects a commitment to accessibility despite economic challenges like the ongoing cost-of-living crisis. “I want everybody to play it. I want as many people as possible to play it,” he said, acknowledging potential financial barriers for some players but maintaining that the game’s value could justify a price “five times as much.”
While the standard edition of Borderlands 4 is priced at $70, Gearbox is also offering premium versions, including a $100 Deluxe Edition, a $130 Super Deluxe Edition, and a $150 Collector’s Edition, each with additional digital content. Pitchford noted that pricing decisions are ultimately made by 2K Games and Take-Two, stating, “The price isn’t up to me anyway.” He expressed satisfaction with the $70 price point for the standard edition, describing it as a fair exchange for the game’s offerings.
The discussion around Borderlands 4’s pricing comes amid broader industry trends, where the $70 price point for new AAA games has become standard, though some companies have experimented with higher prices. For instance, Nintendo recently priced the Switch 2 launch title Mario Kart World at $80, defending the cost based on the game’s content. Pitchford’s comments align with the perspective that premium editions and additional content, such as DLC and season passes, allow companies to maintain base prices while offering perceived value to players.
Borderlands 4 is set to launch on September 12, 2025, for PlayStation 5, Xbox Series X|S, and PC, with a Switch 2 edition following in October 2025. You can watch the official story trailer for Borderlands 4 below:
