Randy Pitchford has responded to criticism over his divisive tweet about Borderlands 4's $80 price point after fans reimagined his comments through a Handsome Jack AI filter.
The Gearbox CEO sparked controversy when replying to a fan concerned about Borderlands 4 potentially costing $80, stating: "If you're a true fan, you'll make it work."
Here's their exchange:
"Randy, this game better not be 80 dollars. Don't take that risk - many gamers won't pay that much and fuel this trend of rising prices. As CEO, you have influence over pricing with your publisher."
Pitchford replied:
"A) Not my decision. B) True fans find a way. In 1991 when I was working minimum wage, I scraped together $80 for Starflight on Genesis. If you want it badly enough, you'll make it happen."
Public reaction was overwhelmingly negative. One social media user vowed: "I'm pirating Borderlands 4," while others pleaded: "Just apologize and move on - you're hurting your development team." Numerous fans expressed concern that this controversy was overshadowing excitement for the upcoming sequel.
While avoiding a direct apology, Pitchford referenced his recent PAX East comments about pricing, stating: "Here's the honest truth..." The situation escalated when Borderlands streamer Moxsy shared AI-generated dialogue where Handsome Jack mocked fan complaints:
"$80 for Borderlands 4? Let me play you a sad song on my microscopic Eridium violin. You're not buying a game - you're investing in a premium, galaxy-shaking experience. Quality mayhem doesn't code itself! Can't afford it? More legendary loot for the rest of us. Stay poor, hero."
Pitchford responded to the parody: "Wow, is that really how I sound? Credit to Duke_Newcombe and @MoxsyOG for today's best laugh!" before striking a more conciliatory tone:
"Seriously though, I never meant to take fans for granted. I'm grateful for everyone supporting our team as we make this the best Borderlands yet. Whatever the final price, the value will exceed expectations. Now back to work!"
While Pitchford hopes to move past the controversy, the pricing debate will likely resurface when pre-orders begin. Whether $80, $70, or another figure, 2K Games' pricing decision will now face heightened scrutiny thanks to this exchange.
