Gearbox CEO Randy Pitchford has recently faced criticism for downplaying worries regarding the possible $80 price tag for Borderlands 4. To clarify his views, he shared a video from PAX East, emphasizing the truth about pricing in the gaming industry and the rising costs of game development.

Pitchford noted, “If you’re a real fan, you’ll find a way to make it happen.” As the video illustrates, he underscores the complex dynamics of market pricing—motivation to remain competitive while also catering to price-sensitive consumers.

He stated, “There’s a competitive market where those deciding prices want to sell many units while also considering price-sensitive customers.”

“There are others who recognize that game budgets are increasing, along with retail packaging tariffs. It’s getting challenging, you know. The budget for Borderlands 4 is more than double that of Borderlands 3—more than twice!"

He praised players for supporting Borderlands 3, allowing Gearbox to invest in creating a larger and better sequel. However, doubts remain about whether the substantial budget increase will lead to a significantly improved game quality. Critics argue that inflated budgets don’t guarantee success.

Participants in the discussion advise against overspending in the gaming market, as consumers, when confronted with higher prices, may seek more affordable alternatives.

Pitchford concluded with an unusual remark: “If it ends up costing less than $80, perhaps we’ll find a way to sell that minimap you guys want—but just kidding, or am I?”