Gearbox and Randy Pitchford have backtracked. Borderlands 4 will now retail for $70 rather than the initially confirmed $80.
On June 16, the Gearbox boss shared via social media that Borderlands 4 had a price reduction ahead of its release this September 12.
The big news: No price increase for Borderlands 4! Standard Edition launches not at $80, but at $69.99! They’re showing you, so please show them.
Why Did Borderlands 4's Price Change?
The discourse for game prices has been at an all-time high in recent months. Particularly following Nintendo's pricing of Mario Kart World ($80), which could open the door for other, more money-hungry developers to follow suit or even push the price tags even higher.
Of course, how much a game is worth to you is subjective, but no one can deny that $80 is a pretty penny. Randy Pitchford, Gearbox CEO, set social media on fire with recent comments back in May. The company co-founder stated that any real Borderlands fan would find a way to fork out $80 if they really wanted to play the upcoming sequel.
He then doubled down making fun of the criticism. A few days after his initial comment, Pitchford promoted Tiny Tina's Wonderlands (a Borderlands spin-off) being free on the Epic Games Store with a tongue-in-cheek tweet that left a very bad taste in fans' mouths.
The smugness and decision to elevate the price for the base game really made us think if even the hardcore Borderlands fans should buy the game at launch or wait for a sale. This decision and change of tune could be sensed as PR or damage control, regardless, it's a good decision that will make consumers happy.
Pre-orders for Borderlands 4 have just gone live at the same time as the price reduction announcement. In case you're interested in the game, Borderlands 4 will be released this September 12. It will be available on PlayStation 5, PC, Xbox Series, and Nintendo Switch 2.
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