Borderlands 4 Fan Backlash: Pitchford Responds to $80 Comment

The controversy surrounding Randy Pitchford's remarks about Borderlands 4's potential $80 price tag has intensified, with other game publishers seizing the moment to promote their titles. Meanwhile, Pitchford has redirected attention to his earlier statements on the issue, bluntly stating: "If you want the truth, here it is."

Devolver Digital, known for its bold marketing tactics that often capitalize on trending topics, wasted no time joining the conversation. The publisher behind hits like Hotline Miami and Cult of the Lamb took a playful jab at Pitchford's pricing comments.

For those unfamiliar with the situation, Pitchford sparked outrage by responding to a fan concerned about Borderlands 4's potential $80 price point with: "If you're a real fan, you'll find a way to make it happen."

The exchange unfolded as follows:

"Randy, don't charge $80 for this game. Many gamers won't support constant price hikes. As CEO, you have influence over pricing decisions with your publisher."

Pitchford responded:

"A) Not my decision. B) True fans will make it work. Back in 1991, I scraped together $80 for Starflight on Genesis while working minimum wage at an ice cream shop in Pismo Beach."

Devolver Digital cleverly used IGN's Twitter coverage to promote Mycopunk, their upcoming Borderlands-inspired cooperative FPS, tweeting: "You can get Mycopunk for four players at the price of one Borderlands 4 copy."

Pitchford then engaged with Devolver's tweet, quipping: "Mycopunk costs less than meth - and likely has fewer side effects!"

Mycopunk is cheaper than a point of meth - probably has fewer side effects, too! https://t.co/ICgEYZ7FEq

— Randy Pitchford (@DuvalMagic) May 21, 2025

The backlash to Pitchford's comments has been substantial, with fans expressing frustration. One Twitter user vowed: "I'll pirate Borderlands 4," while others pleaded for accountability: "Just apologize - this isn't fair to your developers." Many are concerned the controversy could taint excitement for the upcoming release.

At publication time, Pitchford hadn't retracted his statements but referenced his recent PAX East comments, calling them "the truth." During the panel, he admitted uncertainty about pricing while acknowledging rising development costs in the industry.

Pitchford explained the dilemma facing publishers: "Game budgets are increasing dramatically - Borderlands 4 costs more than twice BL3's budget. We want everyone to experience our games while ensuring we can continue creating at this level."

He elaborated on Gearbox's philosophy: "As entertainers, we need resources to create bigger, better games. When fans support us, we reinvest to improve. Whatever the price, we want players to feel they got incredible value."

Some observers suggest Pitchford should have led with his PAX East comments rather than the inflammatory fan exchange. Prominent Borderlands streamer Moxsy noted: "This debacle isn't about pricing - it's about poor communication. Fans want to support developers, not face toxicity about their dedication."

Publisher 2K Games is expected to announce Borderlands 4's official price when pre-orders begin. The game launches September 12, 2025.

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In a related interview, Take-Two CEO Strauss Zelnick avoided committing to $80 pricing but emphasized delivering exceptional value: "Our job is to create experiences that justify their cost. Compared to other entertainment options, we believe our products offer tremendous value."