The controversy surrounding Randy Pitchford's $80 Borderlands 4 remark continues to escalate, with game publishers now joining the conversation to promote their own titles. Meanwhile, Pitchford has doubled down by referencing previous statements about the game's pricing, insisting "If you want the truth, here it is."
The Social Media Firestorm
Devolver Digital, known for its provocative marketing tactics with games like Hotline Miami and Cult of the Lamb, seized the moment to promote Mycopunk - their upcoming Borderlands-inspired co-op shooter. The publisher cheekily tweeted: "You're gonna be able to buy Mycopunk for you and three of your friends for the price of one copy of Borderlands 4."
Pitchford himself engaged with the tweet, quipping: "Mycopunk is cheaper than a point of meth - probably has fewer side effects, too!" - a comment that only fueled further backlash from fans.
The Original Controversy
The uproar began when Pitchford responded to a fan's pricing concerns with: "If you're a real fan, you'll find a way to make it happen." This drew immediate criticism from the gaming community, with many calling the remark tone-deaf and alienating to budget-conscious players.
Pitchford's Defense
During a PAX East panel, the Gearbox CEO offered a more measured response: "The truth is, I don't know what the price is going to be." He explained that Borderlands 4's development budget more than doubled compared to its predecessor, while acknowledging the pricing challenges facing modern game development.
Pitchford emphasized: "We want everyone who buys a Gearbox game to feel they got the better end of the bargain... That's the philosophy we live by." However, these comments came after significant damage had already been done to the game's perception.
Community Reaction
Borderlands streamer Moxsy summarized the frustration: "Fans want the price to be justified by the quality and passion behind BL4... This toxic 'not a real fan' mentality is only hurting those who want to support the game." Many believe Pitchford's initial response overshadowed what could have been a productive discussion about game pricing.
As the September 12 release date approaches, publisher 2K Games will soon announce Borderlands 4's official pricing when pre-orders begin. The controversy has undoubtedly created a challenging marketing environment for what was one of the most anticipated releases of 2025.
