More Arguments Why Borderlands 4 Will Cost $70 from Strauss Zelnick

Borderlands 4 is priced at $70, confirmed by publisher 2K Games, a decision that sparked a lot of debate when Gearbox development chief Randy Pitchford made a controversial statement online. Pitchford responded to a fan worried about an $80 price by saying, “if you’re a real fan, you’ll find a way to make it happen.” This tweet caused backlash, with many players criticizing his tone and some even threatening to pirate the game.

Pitchford later addressed the controversy, stating that nobody likes to be taken for granted and that it was not his intent to upset fans. He also showed humor by sharing a funny AI-generated parody of his original tweet voiced by Handsome Jack, the popular Borderlands villain. Despite the negative reactions, Pitchford emphasized the hard work of his team and promised that Borderlands 4 will be the best in the series, regardless of price.

Take-Two’s CEO, Strauss Zelnick, parent company of Gearbox, spoke about Pitchford ahead of the company’s recent strong financial results. Zelnick acknowledged that Pitchford is a “big personality” and can be controversial — sometimes on purpose, sometimes not. But Zelnick’s overall message was clear: he loves and supports Pitchford deeply and respects his passion and contribution to the game industry.

Zelnick explained the reasoning behind keeping Borderlands 4’s price at $70 instead of following some other companies that have moved to $80. He said Take-Two uses variable pricing and focuses on making sure players feel they are getting great value for what they pay. The goal is to balance the quality of the game with a price that still feels fair to customers.

When asked about pricing for other big Take-Two games like GTA 6, Zelnick reiterated this approach — charging what the company thinks matches the game’s value and giving players an experience that exceeds their expectations. The focus is on the overall consumer experience, not just the sticker price.

This approach contrasts with Pitchford’s original tweet which seemed to dismiss player concerns about rising game prices. His comment that “real fans will find a way to make it happen” struck many as out of touch with the broader gaming community, especially given that $80 is a significant jump from the standard $60 or $70 price tags most players expect.

Pitchford’s statement about his local game store charging $80 for a Sega Genesis game in 1991 was intended to show his personal dedication to gaming, but it didn’t land well with many modern players who feel that prices are increasing too quickly and without enough consideration for affordability.

Despite the criticism, Pitchford maintains that Borderlands 4 will be worth its price, promising a “premium, galaxy-shattering experience” full of quality loot and chaotic fun. He also wants to shift focus back to the game itself and the hard work of the developers who are pushing to deliver a standout title.

The controversy has shown how closely fans watch what prominent figures in the industry say, especially on social media, where one tweet can quickly cause widespread reaction. It also highlights the ongoing tension between increasing game prices and player expectations.

In summary, Take-Two and Gearbox are walking a fine line. They want to respect the value of their games and ensure customers feel they are getting something special while dealing with the reality that development costs have risen, pushing prices upward.

Pitchford’s outspoken nature means he’ll probably remain a figure who divides opinion. But Strauss Zelnick’s backing makes clear that within Take-Two, Pitchford’s role and passion are highly valued, even if he sometimes stirs controversy.

Borderlands 4’s launch will be closely watched to see if the price and the game itself meet player expectations, but the message from Take-Two is clear: this will be a major release with a price set to reflect both quality and value.