Gearbox Software president Randy Pitchford has apologized after fans criticized him for a tone-deaf response regarding the possible $80 price tag for Borderlands 4. While speaking at PAX East, Pitchford initially avoided confirming a set price, stating it wasn’t his decision and explaining the complexities of game pricing.
However, the controversy erupted later on social media when Pitchford replied to a fan critical of the rising cost of games. In his response, he suggested that a “real fan” would find a way to pay $80, recalling how he worked extra shifts at an ice cream shop as a teen to afford games.
This comment sparked widespread backlash, with many players accusing him of being out of touch with today’s economic challenges. Pitchford has since issued an apology—but not one that many fans found satisfactory.
Instead of fully taking responsibility, he said he was “sorry there was a misunderstanding,” and insisted he never meant to imply people should overspend or feel forced into a purchase.
“I always work with the intent and hope that a customer always feels they got the better end of the deal no matter what they pay,” he wrote. He also admitted he may have “triggered some people” by using the term “real fans,” but denied making any grand statement or taking fans for granted.
Fans weren’t convinced. Responses to his apology pointed out that it focused more on defending his intent than acknowledging the issue outright. The term “real fan” struck a nerve, especially as game prices creep toward $80 amid rising global costs of living.
With Mario Kart World already setting a precedent and GTA VI expected to follow suit next year, the industry may be on the verge of standardizing $80 AAA titles.
Whether or not Borderlands 4 hits that mark, the incident shows how sensitive the pricing topic has become—and how studios communicate about it matters more than ever.
