Following Nintendo’s Mario Kart World $80 price and that settling a potential new standard, other publishers have commented on the situation and followed in Nintendo’s footsteps in the case of Microsoft. And while we don’t know the price of Grand Theft Auto VI, Gearbox founder Randy Pitchford commented on the potential $80 price point discussion with the upcoming Borderlands 4.
“Being a Real Fan” – Randy Pitchford on a $80 Borderlands 4
When Gearbox and Nintendo released a creator’s voice video on Twitter/X highlighting that Borderlands 4 is releasing on Nintendo Switch 2, ‘The Treasured Treacher’ expressed concern about a looming $80 price point. With 2K Games being the first to embrace $70, surely, they will be eager to join Nintendo and Microsoft in creating a $80 baseline standard.
Surprisingly, Randy Pitchford responded to the fan, saying that ‘you aren’t a real fan’ if you aren’t happy with a $80 price point, and that the decision is ‘out of his hands’ despite being the CEO of Gearbox Interactive.
Another Side of the Gear – Randy’s Comments on Borderlands 4 Price during PAX East
Despite his most recent comments, the Gearbox founder shared thoughts on this topic during the Borderlands 4 PAX East 2025 Panel.
He said the following regarding price increases in the industry at large:
“There’s other folks accepting the reality that game budgets are increasing, and there’s tariffs for the retail packaging. It’s getting gnarly out there, you guys. Borderlands 4 has more than twice the development budget for Borderlands 3. More than twice. So the truth is, I don’t know what the price is going to be.”
He understands that the general gaming community isn’t happy with a new, higher price standard. So why go against these comments with his Twitter/X statement? Either he’s offering a ‘both sides’ argument, or he knows the price of Borderlands 4 and is getting ready to defend it potentially being $80.
The Uphill Battle for The Motherload – Thoughts on Randy’s Comments
Already expressing my displeasure with the $80 standard the industry is steamrolling toward, I find it incredibly bullish that Gearbox wants to jump on the bandwagon. More so for several reasons.
Borderlands Isn’t It
When you think of premium AAA franchises or games that could justify the $80 price point, I doubt many would put Borderlands on that list. Even within 2K Games’ roster of franchises, the only ones they could ‘get away’ with releasing at the new standard are the sports titles. And with many even worrying about GTAVI being $100, it’s clear other franchises under their stable warrant the price hike.
And outside of the 2K Games/Rockstar bubble, the only confirmed $80 game so far is Mario Kart World, with Microsoft’s/Activision’s next Call of Duty likely being the next major $80 game. When you put Borderlands 4 against an October/November Call of Duty title? I struggle to imagine a world where people pick the former.
The Sinister Six
I said this point earlier and will repeat it once more: the push toward higher-priced games will only nudge people closer to the free-to-play pit that AAA gaming is aggressively fighting against.
More so when one of the biggest looter shooters on the market, Destiny 2, is a free-to-play title. While Bungie is dealing with its issues, that doesn’t change the fact that a free-to-play looter shooter is out there for people to play over Borderlands 4.
The Borderlands Games Go on Sale Often
Following the release of a Borderlands title, they usually go on sale shortly after launch. Between that and the series going into services like PlayStation Plus, people have been trained to wait for a sale or ‘play it for free’ within the service(s) they subscribe to.
The Series Isn’t In a Bright Spot
The biggest reason I see Borderlands 4 being a tough sell at $80 is the current perception of the franchise. In 2024, they released a film about the series, and unlike other game adaptations like Fallout and Sonic the Hedgehog, it was a dreadful experience that was critically lambasted.
So much so that Randy himself went on the defensive on Twitter/X when fans called out the film’s quality while he celebrated the film’s release.
In addition to the film’s critical and commercial struggles, the past two releases haven’t matched the quality of Borderlands 3. Both Tiny Tina Wonderlands and New Tales of the Borderlands didn’t go over well with the community, with the former having lackluster writing and the latter receiving lackluster reviews.
This puts immense pressure on Borderlands 4 to deliver, making ‘real fans’ supporting the series a costly ask at $80.
Closing Thoughts on Borderlands 4 Pricing
I can understand the decision to increase game prices, regardless of my thoughts on the situation. Game budgets are ballooning, economic inflation, and the current unstable reality of tariffs are transforming video games as a hobby into a bigger luxury than most are comfortable with paying for. Similar to what was said at their PAX East panel, with a much more ‘down-to-earth’ response concerning the still elusive price tag.
This brash and almost hostile demand telling your fans to support your product, regardless of the high price, is bafflingly tone-deaf. Price isn’t everything, but as the cost of living continues to go up, that is a deciding factor for many.
And when the options this holiday are Mario Kart World, potentially Call of Duty, and other more quality franchises, it’s risky putting your chips on the table like this.
