If you’re following the latest developments in gaming industry news, you’ll know that Randy Pitchford’s recent comments regarding the potential $80 price tag for Borderlands 4 have ignited a firestorm of controversy. The backlash has grown significantly, with major game publishers joining the conversation to highlight their own titles—some even using the opportunity to position their games as more accessible alternatives.

One such publisher is Devolver Digital, known for its sharp, often satirical marketing strategies and its knack for tapping into trending topics on social media. Devolver seized the moment by responding directly to Pitchford’s statement, promoting its upcoming title Mycopunk, a co-op first-person shooter reminiscent of the Borderlands style.

To recap: Pitchford stirred up outrage when he responded to a fan concerned about Borderlands 4 potentially costing $80 with the now-infamous line:
“If you’re a real fan, you’ll find a way to make it happen.”

This came after the fan expressed concern over rising game prices and urged Pitchford to reconsider the potential $80 asking fee. Pitchford countered by citing his own experience purchasing Starflight for $80 back in 1991 while working minimum wage at an ice cream shop, suggesting that true fans will always find a way to buy the game regardless of cost.

Devolver quickly jumped into the fray, quoting IGN’s X (formerly Twitter) post covering the story. They used the platform to promote Mycopunk, stating:
“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 took notice and retweeted the message, adding his own flair:
“Mycopunk is cheaper than a point of meth – probably has fewer side effects, too!”

The response from the community was overwhelmingly negative. Many users voiced frustration not only with the potential $80 price tag but also with the dismissive tone of Pitchford’s remarks. Some even indicated they would consider pirating Borderlands 4 as a result of his comments. Others called for Pitchford to issue a public apology, emphasizing that his words were damaging to the game's reputation and morale among developers.

Despite the growing criticism, Pitchford has not retracted or apologized for his statements. Instead, he redirected attention to a recent panel discussion at PAX East, where he addressed the topic of pricing for Borderlands 4 in a more measured tone.

During the event, Pitchford acknowledged that he did not yet know the final retail price and declined to speculate definitively on whether it would be $80. He explained that external factors such as increasing development budgets, production costs, and market trends are influencing the decision-making process. He also emphasized the core philosophy behind Gearbox Software:

“We want people to buy it so we have the resources to make bigger and better games. But we also want every player to feel like they got the better end of the deal, no matter what price they paid.”

He concluded with a characteristically bold statement:

“Borderlands is f***ing amazing and it’s worth it.”

Some members of the community believe this PAX East explanation would have been the best path forward had Pitchford simply referenced it from the start. Streamer and Borderlands enthusiast Moxsy noted that the follow-up comment hurt the brand far more than any pricing debate ever could.

“Your second response is receiving backlash not because of the price of the game but because of the wording,” Moxsy said. “Fans want to feel good about supporting a franchise they’ve loved for over a decade and backing the developers who’ve impacted their lives. This ‘not a real fan’ mentality is hurting that support.”

As things stand, 2K Games is expected to officially announce the price of Borderlands 4 once pre-orders go live. The game is scheduled for release on September 12, 2025.

In related commentary, Take-Two CEO Strauss Zelnick recently told IGN that while he wouldn’t confirm if future titles would adopt an $80 price point, he believes players are willing to pay more for premium experiences.

“We believe consumers are willing to pay for the very best. It’s our job to deliver much more value than what we charge.”

Randy Pitchford speaking at PAX East 2025. Photo by Tommaso Boddi/Getty Images for Lionsgate.