Recently, Randy Pitchford, the CEO of Gearbox, stirred discussions regarding the anticipated release of Borderlands 4. He proposed that while the game might be fairly priced at $200, he would prefer it be offered for free, as it would allow everyone the chance to enjoy it.

Quote: “I think they could charge $200 … I wish they’d give it away, because then everyone would play it. That’s not how the business works, but the value is there.”

He emphasized this during an interview, lightening the mood when he confirmed that the actual price would be $70, aligning it with typical pricing strategies of contemporary big-title games. He stated that this moderate pricing reflects the considerable hours of entertainment that players experience with Borderlands games, comparing their value to that of more traditional media like films.

Despite defending the pricing, he acknowledged the broader concerns consumers might have, noting the realities of the marketplace.

Related Articles:

• After all the fuss, Borderlands 4 will not cost $80
• Randy Pitchford makes waves again about Borderlands 4 discounts

Finally, Borderlands 4 is set to launch on September 12 on Steam, the Epic Games Store, and consoles.