Friday, June 27th 2025
Gearbox CEO Hints Borderlands 4 Discounts a Long Time Coming
Gearbox Entertainment CEO, Randy Pitchford, seems unable to keep his foot out of his mouth when it comes to the launch and pricing of Borderlands 4. A recent comment regarding the possibility of an $80 launch price already landed him in hot water with the gaming community, although that was resolved shortly after that when the launch price for the new looter shooter was revealed. Now, however, Pitchford has taken to X once more to comment about the pricing of Borderlands 4, this time potentially raining on the parade of patient gamers who are generally happy to wait out the launch hype in search of a better deal. However, despite Pitchford's proclamation, Borderlands 3 was available for significantly less than the launch price as little as a year after release.
In his post on X, Pitchford called out a current Steam Summer Sale deal on Borderlands 3, saying that it took "over 5 years" to get similar discounts and for the game to reach subscription services, and that it will take even longer for Borderlands 4. "And to set expectations, it will be even longer before this kind of thing happens in the next cycle with Borderlands 4," obviously, it's unclear how the community will react to Borderlands 4, but Borderlands 3 launched in 2019 and was already 50% off by May 2020, according to SteamDB. The price dropped by another 25%, for a total discount of 75%, in November 2021, and it was given away as a free game on the Epic Games Store in May 2022.
Sources:
Randy Pitchford on X, SteamDB
In his post on X, Pitchford called out a current Steam Summer Sale deal on Borderlands 3, saying that it took "over 5 years" to get similar discounts and for the game to reach subscription services, and that it will take even longer for Borderlands 4. "And to set expectations, it will be even longer before this kind of thing happens in the next cycle with Borderlands 4," obviously, it's unclear how the community will react to Borderlands 4, but Borderlands 3 launched in 2019 and was already 50% off by May 2020, according to SteamDB. The price dropped by another 25%, for a total discount of 75%, in November 2021, and it was given away as a free game on the Epic Games Store in May 2022.


33 Comments on Gearbox CEO Hints Borderlands 4 Discounts a Long Time Coming
Somehow, they also never make exceptions for poorer regions, so it's doubly worse. I just don't purchase games like that, but if they ever do release them in an "ultimate" version with a good discount, I will snag them up.
FOMO of what btw, it's a single player game with coop, you can play today Boderlands 1 without missing anything after 10+ years.
People keep defending this idea that games 'because they are more expensive to make' are justified costing ever more money.
Does anyone ever ask the question what the actual budget of said games is divided into?
Here's a news flash...
en.wikipedia.org/wiki/List_of_most_expensive_video_games_to_develop
Sort this interesting list on 'Marketing' highest on top and you will be getting a pretty neat view on the actual cost of games development.
Even the supposed 'community supported' Cyberpunk 2077 appears in the list on the very top. CDPR, caring for gamers. Yet 25% of your purchase price went into marketing, not game. And it shows. Let's be real here. Now, the same Cyberpunk also invested over 500M into 'development'... honestly what the fuck!? 500M into a game and this is what they ended up with? Sheet. The better half of what they envisioned in trailers hasn't been delivered to date. But okay, I'm sure hiring a few Hollywood actors was mighty expensive. Do I game more for it though?
I am right now playing Tainted Grail Fall of Avalon, a supposed B-class game... and I honestly can't tell why or what makes that top 5 up here so special in comparison. I can name a few dozen other indie games that have achieved more 'game' and even graphically don't have anything to excuse themselves for.... that cost half or a third of what Cyberpunk 2077 costs and are more fun to play, more hours to invest, and have higher replay value. We could take any other title from the top 5 here and apply the same principle. What. The. Fuck. Are we doing with gaming people? Who's fooling who here?
Just to put this in perspective... this, here, we still consider a game with actual, engaging gameplay:
Budget?
Day 1 purchase if it isn't buggy, broken and poorly optimised. Which is unlikely tbf, it's a videogame in the 21st century.
Borderlands has been functionally the same gatcha-RNG based gun looter shooter for years. The "endgame" is always to reroll the final boss to get potentially the best gun, which is a dice roll in a few categories. Each character is a basic archetype with some personality...and the point of the game has always been the nebulous vault and final boss combo.
Gearbox authorized a movie that...they put their seal of approval on. One which had about the same quality control as the Postal movie...which is to say none.
We then hear from their head grease producer, that is so greasy that he could unlock a transmission rusted solid for years, that the price of the game should be $80...until the community strikes down that stupidity knowing the base game is going to be a barebones experience which requires purchase of the DLCs to actually unlock everything...and his predictable response is that he's not going to discount the thing for a long time. I...cannot fathom a universe in which my response is to ignore the grease demon and let him continue to be a pox on an industry that doesn't understand just how insanely close they are to collapse...because the big bosses cannot fathom why everyone shouldn't be charging $80 and putting out a 60-70% experience, and how even the casual consumers are starting to awaken to the fact that they own nothing and can have everything taken away from them...because an $80 license is literally nothing when your game requires a server that can be taken down at any moment, rendering your software useless. Yeah this spiraled a bit, but the pox of Gearbox is less a unique tumor to excise and more a bellweather for everything wrong in the industry condensed into a single person who is impossible to not hate, yet remains the PR person because the videogames industry is riding as high as the music industry prior to its collapse into ringtone rap.