This statement was made by Gearbox CEO Randy Pitchford regarding Borderlands 4, which is expected to launch this fall—sooner than planned!

Borderlands 4 doesn’t yet have an official price, but many speculate that it will retail for $80, similar to Mario Kart World. At PAX East, Randy Pitchford gave a lengthy explanation saying that pricing decisions aren’t his to make, and that people on the publishing side weigh every possible factor when setting prices. However, on Twitter, his tone was far more blunt when a fan begged him not to set the price at $80.

In response to a post about the Creator’s Voice video for Borderlands 4, user oldgoldsot said he hoped the game wouldn’t cost $80. He argued that Gearbox shouldn’t take such a risk, as many players would refuse to pay that much, further fueling the perception that prices are constantly increasing. He also pointed out that as CEO of Gearbox, Pitchford surely has some influence over the publisher, Take-Two.

“Tighten your belt if you’re a real fan”

Pitchford replied: “A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach and I found a way to make it happen.”

Unsurprisingly, this comment sparked backlash. Many pointed out that oldgoldsot wasn’t questioning the game’s value or his loyalty, but rather criticizing the trend of inflated pricing and explaining how consumers “vote with their wallets.” The idea that being a “real fan” should compel someone to spend $80 was seen as tone-deaf—especially from someone in Pitchford’s position, which likely grants him more influence over pricing than he lets on.

Source: WCCFTech

A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach and I found a way to make it happen.

— Randy Pitchford (@DuvalMagic) May 14, 2025