Randy Pitchford has responded to the criticism surrounding his divisive tweet about Borderlands 4's $80 price point, which was later reinterpreted by a Handsome Jack AI.
The backlash began when Pitchford replied to a fan worried about the game's potential $80 cost, stating, "If you're a true fan, you'll figure out how to make it work."
Here’s how the exchange unfolded:
"Randy, this game better not cost $80. Don't gamble on that—many gamers won't pay that much and fuel the trend of rising prices. As CEO, you have influence over pricing with your publisher."
Pitchford's reply:
"A) Not my decision. B) If you genuinely love the series, you’ll make it happen. Back in 1991, I scraped together $80 for Starflight on Sega Genesis while earning minimum wage at an ice cream shop in Pismo Beach. If I could do it, so can you."
The reaction to his tweet was overwhelmingly critical. One user tweeted, "I'll just pirate Borderlands 4," while another urged, "Drop this, apologize, and move on—your devs don’t deserve the fallout." A third added, "Randy, stop sabotaging BL4’s hype. Let fans support the game and its creators."
Though Pitchford hasn’t directly apologized, he referenced a recent PAX East discussion about Borderlands 4’s pricing, stating, "Here’s the truth if you want it."
Later, he edged closer to a real apology after streamer Moxsy shared AI-generated Handsome Jack dialogue parodying his original tweet—prompted by a user named Duke_Newcombe.
(Handsome Jack, Borderlands 2’s villain, is Pandora’s self-proclaimed dictator.)
Ohhh boo-hoo, $80 for Borderlands 4? Let me play the world’s tiniest Eridium violin, greased with the tears of whiny Vault Hunters.
Listen, cupcake—you’re not buying a game. You’re funding a galaxy-obliterating masterpiece designed to rocket your sad little brain into euphoria. Think legendary loot codes itself? Want guns that sprout legs, sing shanties, and explode into loot piñatas for free? Grow up.
Back in my day, I built a moonbase with my bare hands (and a few hundred Hyperion interns). Now you’re crying over skag-slaying in style? Puh-lease.
But hey, if $80 breaks you, just skip it. More loot for the rest of us, fewer freeloaders hogging my drops. Win-win.
Stay broke, hero.
• Handsome Jack | Galactic President, Hyperion CEO, and your worst nightmare
"Wow, JackGPT nailed my tone? Oops. Shoutout to Duke_Newcombe and @MoxsyOG for the day’s best laugh!" Pitchford tweeted.
"Seriously, though—no one likes feeling undervalued, and that wasn’t my intention. I’m grateful for the team’s supporters as we finalize what will be the greatest Borderlands yet. Whatever the price, it’ll be worth every penny. Now, back to work!"
While Pitchford hopes to move past the controversy, the debate over Borderlands 4’s price will likely reignite when pre-orders launch. Once 2K Games reveals the final cost—be it $80, $70, or otherwise—it’s bound to dominate discussions even more than before.
