After the never-ending criticism of price increases for video games, the boss of Gearbox, known for Borderlands, punches us in the gut.
Prices for video games are rising. First Nintendo made headlines, then Microsoft followed suit. Now Gearbox CEO Randy Pitchford causes shaking heads. And it's not just fans who are upset by these statements – other developers are also getting involved in the debate.
Please – Don't Make It Even More Expensive
We have already reported several times on the price increases of video games. First gamers were so angry about Nintendo's anti-consumer strategy that they even called for a boycott, then Microsoft followed suit with the new installments of Forza and Call Of Duty. Now, fans are also concerned about Borderlands 4, which will be released in September. The popular multiplayer loot shooter has absolutely exploded with Borderlands 2 and 3 and so people are already looking forward to the upcoming release. Nevertheless, fans want clarity about the pricing – and have approached Gearbox boss Randy Pitchford directly.
No $80? Not A Fan
One X user is concerned that the pricing of the new Borderlands game will be correspondingly high. And so the Gearbox boss was directly approached:
Randy, this game better not be 80 dollars. Don't take that risk, a lot of gamers aren't gonna pay 80 dollars and feed this notion of constant increase of the price tag.
The statement is understandable, as we keep hearing from gamers who simply can no longer afford new games. And so, one would expect Pitchford, like the past president of Sony who admits that inflation is strongly felt, to react with some understanding. But that's not the case, and his answer leaves many speechless:
A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach and I found a way to make it happen.
Randy, this game better not be 80 dollars. Don't take that risk, alot of gamers aren't gonna pay 80 dollars and feed this notion of constant increase of the price tagYou are the CEO, you have some say with the price when it comes to your publisher
— y J. er, 'The Treasured Treacher' (@oldgoldsot) May 13, 2025
It's self-explanatory that this doesn't go down well with fans. "There’s no way you just said that dumb*** s*** in 2025". And while other users not only defend this pricing, but also believe that video games should cost even more, one person was furious.
Larian Studios Has Joined The Chat
Michael Douse, Publishing Director at Larian Studios – the studio behind gems like Baldur's Gate 3 – has a lot to say about this and calls the statement "gross".
Inflation exists (we give inflation bumps for example to employees) and price increases can make sense, but saying "real fans will find a way" is gross because it assumes your game is more important during a cost of living crisis than, for example, making it day to day.
Inflation exists (we give inflation bumps for example to employees) and price increases can make sense, but saying "real fans will find a way" is gross because it assumes your game is more important during a cost of living crisis than, for example, making it day to day. https://t.co/GtIw0MJ601
— Very AFK (@Cromwelp) May 20, 2025
Some users reply to him (but in a friendly way) that you are setting your priorities wrong if you choose one over the other. But Douse has clear words for that too:
Luxuries are in competition with day to day expenses.
How Important Is Entertainment?
And he's not wrong. While it is true that video games are much more expensive to produce today, it is also true that the economic situation is not the same as it was in 1991. Entertainment, be it films, series or even video games, is an integral part of our society. So it's no wonder that people are extremely worried about the rising prices and are not prepared to spend this amount on a game – especially whose company behind it treats fans in this way. Finally, Michael Douse described what real fans really are:
Real fans are people who love & understand what you do, keep track, and engage with your s*** regardless of how much they spend.
That is a statement you can stand for.
What do you think? Does this put you off buying Borderlands 4? Or do you agree that video games should be even more expensive?