Gearbox CEO comments on $80 price tag: “True fans will pay for games” [update: Borderlands 4]

May 20: With rising concerns about the increasing cost of video games, some players are wondering if future titles will start launching at $80, a price point that’s becoming more common in the current generation. In light of this, Gearbox CEO Randy Pitchford shared some thoughts on the topic via X (formerly Twitter), especially in relation to Borderlands 4, which has been confirmed for Nintendo Switch 2.

When asked by a fan whether Borderlands 4 would be priced at $80, Pitchford responded by saying, “If you’re a real fan, you’ll find a way to make it happen.” He added that the final price point is ultimately not his decision, and that it’s likely up to publisher Take-Two Interactive.

Still, his comments have sparked debate, particularly the suggestion that passionate fans will pay whatever it takes to get the game. In a follow-up, Pitchford shared a personal anecdote to support his point, urging players to “just find the money” if they truly want the game.

While pricing for Borderlands 4 hasn’t been officially confirmed, it’s clear that the industry’s ongoing trend toward higher prices continues to stir conversation among fans.

Thanks to X for today’s news. Earlier this year, CEO of Take-Two Strauss Zelnick also spoke about how the Switch platform “can support any audience” compared to past Nintendo systems. You can find those comments here.

May 22: Pitchford has since followed up with more comments. Read them below.

“In seriousness though, nobody likes being taken for granted and it was not my intent. I’m humbled by the love and support everyone has shown the team as we push hard to get this amazing game in your hands. They’re crushing it, and I can’t wait for everyone to play what’s going to be the best Borderlands ever! Regardless of where the price lands, it’s going to be worth it and then some. Back to work for me!”

June 16: Despite the controversy surrounding Pitchford’s comments, Borderlands 4 will cost $70. The game is set to release on Nintendo Switch later this year after the initial September launch.