Pitchford Sets Record Straight on $80 Borderlands 4 Claim

The gaming community's reaction to Randy Pitchford's divisive $80 Borderlands 4 remarks has intensified, with rival publishers leveraging the controversy in their marketing campaigns. Pitchford then doubled down by referencing his earlier statements about the game's pricing, bluntly telling fans: "If you want the truth, here it is."

Publishers Pounce on Pricing Controversy

Notorious for its bold marketing tactics, Devolver Digital seized the opportunity to promote Mycopunk - their upcoming Borderlands-style cooperative shooter. The publisher cheekily claimed their game would cost less than a single Borderlands 4 copy while offering four-player functionality.

The initial firestorm began when Pitchford responded to fan pricing concerns with: "If you're a real fan, you'll find a way to make it happen" - referencing his personal experience buying expensive games while working minimum wage jobs.

Devolver's social media team couldn't resist chiming in, tweeting: "You're gonna be able to buy Mycopunk for you and three of your friends for the price of one copy of Borderlands 4." The tweet prompted an uncharacteristically playful response from Pitchford himself, who joked about Mycopunk being "cheaper than a point of meth."

Community Backlash Intensifies

The online reaction has been overwhelmingly critical, with fans threatening piracy and expressing disappointment at what they see as corporate greed overshadowing the development team's hard work. Many argue the "real fan" rhetoric is particularly damaging to franchise goodwill.

During a recent PAX East panel, Pitchford offered more nuanced (but no less controversial) comments about game pricing challenges. He revealed Borderlands 4's development budget more than doubled from its predecessor while acknowledging retail packaging tariffs and rising production costs.

"Borderlands is f***ing amazing and it's worth it."

Industry observers note this more measured response might have mitigated backlash if shared earlier, with many criticizing the apparent disconnect between executive rhetoric and gamer concerns about affordability.

The Bigger Pricing Debate

The controversy reflects broader industry tensions as publishers test consumer willingness to accept $70+ price points for AAA titles. While some justify increases with ballooning development costs, others worry about pricing out segments of the gaming community.

Take-Two CEO Strauss Zelnick recently emphasized providing "enormous value" regardless of price point, suggesting quality games warrant premium pricing when delivering exceptional experiences.

The industry awaits 2K Games' official pricing announcement when Borderlands 4 pre-orders launch. Meanwhile, the heated discussion continues with many wondering whether this controversy will impact the September 12 release.