The uproar over Randy Pitchford’s $80 Borderlands 4 pricing comment has intensified, with publishers seizing the moment to promote their own titles. Pitchford, meanwhile, has referenced prior statements on the game’s cost, stating: "If you want the truth, here it is."

Devolver Digital, known for bold marketing and games like Hotline Miami and Cult of the Lamb, capitalized on the controversy with a sharp promotional jab.

For those unaware, Pitchford ignited backlash by responding to a fan worried about an $80 price tag for Borderlands 4, saying: “If you’re a true fan, you’ll make it work.”

Here’s the exchange:

"Randy, don’t price this game at 80 dollars. That’s a risky move—many gamers won’t pay that and it fuels the trend of rising prices. As CEO, you have influence over pricing with your publisher."

Pitchford’s response:

"A) It’s not my decision. B) If you’re a true fan, you’ll figure it out. I paid $80 for Starflight on Sega Genesis in 1991, working minimum wage at an ice cream shop in Pismo Beach, and I made it happen."

Devolver quoted IGN’s X post on the story to promote Mycopunk, their upcoming co-op first-person shooter, stating: “You can buy Mycopunk for you and three friends for the cost of one Borderlands 4 copy.”

Pitchford responded to Devolver’s tweet, quipping: “Mycopunk costs less than a hit of meth—and likely has fewer side effects!”

Mycopunk is cheaper than a point of meth - probably has fewer side effects, too! https://t.co/ICgEYZ7FEq

— Randy Pitchford (@DuvalMagic) May 21, 2025

As expected, the tweet drew heavy criticism. “I’m pirating Borderlands 4,” one X user declared. Another commented, “Please stop. Just apologize. This isn’t fair to your developers. Do the right thing.” A third added, “Randy, we’re begging you to stop. The hype for BL4 is crumbling in a day. Let fans support the game and its amazing developers.”

As of this article’s publication, Pitchford has not retracted or apologized for his remarks. However, he highlighted a recent PAX East comment on Borderlands 4’s price, calling it: “If you want the truth, here it is.”

At PAX East last week, Pitchford claimed he didn’t know the game’s price but didn’t rule out $80.

“I’ll be honest—I don’t know the price. That’s the truth,” he said. “It’s a complex market. Publishers want to maximize sales while being mindful of price-sensitive consumers. Some resist price hikes, but others recognize that game budgets are soaring, and retail packaging faces tariffs. Borderlands 4’s budget is over twice that of Borderlands 3. So, truthfully, I don’t know the final price.”

Pitchford added: “Our philosophy as entertainers is to deliver exceptional value. Borderlands 4 is incredible because fans supported Borderlands 3, giving us the budget to more than double our investment. That’s amazing. With revenue, we can create bigger, better games.

“As artists, we want everyone to enjoy our work. We aim to make it accessible while ensuring buyers feel they got a great deal, no matter the price. That’s our guiding principle.

“The price will be set soon. It might align with the new pricing trend set by Nintendo and Microsoft, or we might hold back. That’s up to the publisher. If it’s lower, maybe we’ll offer that mini-map you want later. How much is that worth—10 bucks? Kidding… or maybe not?”

He concluded: “Borderlands is phenomenal and worth every penny.”

Some social media users noted that Pitchford’s PAX East response was solid and should have been his initial stance, as the backlash now poses a branding issue for Borderlands 4 before its launch.

“This was the perfect response,” said Borderlands streamer Moxsy. “The backlash isn’t about the price—it’s your wording. Most games will hit $80 next year. But Borderlands fans want the price justified by the game’s ambition, passion, and quality. They want to feel good about supporting a franchise they’ve loved for over a decade and the devs who’ve impacted their lives. This ‘not a real fan’ attitude is toxic and hurts those who want to support the game.”

Publisher 2K Games is expected to reveal Borderlands 4’s price when pre-orders begin soon. The game launches September 12, 2025.

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In a recent IGN interview, Take-Two CEO Strauss Zelnick dodged questions about an $80 price for their games but noted that consumers are “willing to pay for top-tier experiences.”

“We’ve long said we deliver immense value—that’s our mission,” Zelnick said. “Compared to movies, live events, or streaming services, our entertainment offers incredible value. Our goal is to provide far more value than we charge. We believe consumers will pay for the best, and it’s our job to deliver that.”