Backlash Over Possible $80 Price for Borderlands 4

Gearbox CEO Randy Pitchford faced backlash after suggesting that 'real fans' would find a way to pay $80 for Borderlands 4, referencing his own experience buying expensive games in the 1990s. Critics, including Baldur's Gate 3's publishing director, called his comments insensitive and out of touch with current economic hardships. The debate is set against the backdrop of industry giants like Nintendo and Microsoft adopting $80 as a standard price for new releases. Rival publisher Devolver Digital capitalized on the controversy to promote its own more affordable shooter. Both 2K and Take-Two, the game's publisher and parent company, have not confirmed Borderlands 4's final price, with the game slated for release on September 12 for PC, PS5, and Xbox Series X/S. The uproar has intensified scrutiny over rising video game prices and the industry's relationship with its audience.