Randy Pitchford, the head of Gearbox, has again discussed the pricing of Borderlands 4, asserting that the game would provide significant value even if 2K Games were to price it at five times its current $70 cost.
Pitchford had previously sparked debate by suggesting that `true fans` would manage to acquire the game regardless of a price increase beyond the typical AAA game cost. He later clarified these remarks, stating he did not intend to provoke a negative reaction.
During an interview with IGN at Gamescom, Pitchford revisited the topic. He began by noting his enjoyment of online fan interaction but contended that online discussions, including those surrounding Borderlands 4`s price, ultimately have little impact.
He elaborated, stating, “To be frank, the collective impact of all social media discourse and articles on a subject is negligible. When we, as consumers, consider entertainment, we weigh our desires against the asking price. If the value seems fair, we proceed; otherwise, we disengage.”
Pitchford affirmed that Gearbox, in collaboration with 2K and Take-Two, aims to set prices that consumers perceive as a fair transaction. He believes that purchasers of Borderlands 4 at $70 should feel they received exceptional value, a standard Gearbox consistently upholds.
Regarding Borderlands 4, Pitchford stated that Gearbox is offering a product with “extraordinary value,” predicting that the online debate over its price will eventually subside.
He clarified that pricing decisions are ultimately made by 2K Games and Take-Two, not by him. His previous comments were merely a contribution to existing online discussions, which he reiterated have little bearing on a product`s success.
Pitchford expressed enthusiasm for the $70 standard edition price for Borderlands 4. While acknowledging the current cost-of-living crisis impacting entertainment budgets, he maintained that Borderlands 4 provides immense value for its price. He even suggested that 2K could have set a significantly higher price, and the game would still be considered a worthwhile purchase.
He emphasized his desire for broad accessibility, stating, “I want everyone to experience it, as many as possible.” He recognized potential affordability challenges due to rising prices but reiterated that, from a value standpoint, the game could have commanded a price five times higher and still felt justified. He concluded by expressing his personal preference for the game to be as affordable as possible.
Beyond the $70 standard edition, Gearbox offers several premium versions of Borderlands 4, including a $100 Deluxe edition, a $130 Super Deluxe edition, and a $150 Collector`s edition, each bundling various digital bonuses.
Shawn Layden, former head of PlayStation, suggests that the ability for companies to maintain a $70 standard price for new AAA titles is partly due to additional monetization strategies like DLC, microtransactions, battle passes, and season passes. Layden points out that the digital content in higher-priced premium editions costs companies almost nothing to produce, yet offers perceived value to players.
Currently, Nintendo is the only major publisher to price a new generation game at $80, specifically with the Switch 2 launch title, Mario Kart World. Nintendo justified this price by emphasizing the game`s offerings. Despite the higher cost, the game sold over 5.6 million units in its first month, partly due to its inclusion in a $500 Switch 2 console bundle.
Borderlands 4 is set to release on September 12 for PlayStation 5, Xbox Series X|S, and PC, with a Nintendo Switch 2 version scheduled for October.