Borderlands 4 isn’t out yet, but public frustration is already building. Gearbox CEO Randy Pitchford drew widespread backlash after claiming that “real fans” would find a way to buy the game regardless of cost. This statement landed poorly, especially during a time when rising expenses impact nearly every household.
Michael Douse from Larian Studios publicly responded, calling the statement “gross” and inappropriate. He explained that suggesting a game takes priority over daily necessities shows a lack of awareness. Others online agreed, sharing personal stories of struggling to afford games as kids and questioning how today’s families can justify buying an $80 release.
Gearbox Shifts Tone at PAX Panel
At a recent PAX East panel, Pitchford attempted to revise the conversation. He admitted the development budget for Borderlands 4 is more than double that of Borderlands 3. He claimed the price had not yet been finalized but suggested it might follow recent trends seen with other companies. He emphasized that Gearbox wants players to feel like they’re getting strong value for their money.
Still, his comments didn’t land as intended. Many questioned why higher budgets justify higher costs when digital distribution should reduce overall expenses. As one attendee put it, “Doubling the budget doesn’t mean doubling the value.” Pitchford insisted the final price would reflect what he believes is fair, but doubts remain.
Rising Budgets Don’t Equal Better Games
The idea that rising budgets justify increasing game prices hasn’t convinced most players. Many pointed out that Borderlands 3 performed well without such a high spend. Other studios have also created widely praised games with modest resources. Clare Obscure and Expedition 33 serve as examples—both released at lower prices and were well received.
Comparisons also emerged to everyday products. One user argued that spending more on making a burger doesn’t make the $50 price tag easier to accept. In the same way, players view game price increases as unjustified, especially when budgets are determined internally by companies. Gearbox’s choice to raise costs doesn’t reflect player priorities.
Take-Two’s Policy Update Signals Company Shift
Take-Two, the publisher behind both Borderlands and Grand Theft Auto, made changes to its annual report this year. It removed sections about internal hiring policies and employee recognition programs. According to industry trackers, several major companies in the U.S. have quietly done the same.
This development may suggest a larger shift in priorities. In recent years, growing teams and hiring practices led to increased production costs. Critics argue that this approach led to bloated budgets and inefficient development pipelines. By scaling back certain efforts, studios may be signaling a return to focusing on results and experience.
The removal of these programs may allow teams to refocus on performance and experience. Many believe this could improve staff retention and reduce talent loss. When skilled developers feel valued and heard, they tend to stay. If recent changes help studios regain stability, both Borderlands 4 and Grand Theft Auto 6 could benefit.
Games like Oblivion, made with smaller teams, still stand out years later. Meanwhile, titles with massive teams and massive budgets haven’t always met expectations. Bigger doesn’t always mean better, and players recognize that.
Gearbox’s leadership may still move forward with an $80 digital and $90 physical launch, especially with console publishers normalizing that range. But reactions so far suggest that fans are prepared to push back. Raising the price during uncertain times remains a risky choice, especially after such a divisive statement.
