Sometimes, a company can deliver outstanding products to the market but still raise eyebrows thanks to its leadership. In many cases, the people on top seem disconnected from the realities of the broader team they oversee, often making things worse with controversial statements or actions. One such recurring figure is Gearbox Software’s CEO, Randy Pitchford, who once again finds himself in the eye of the storm following his reply to concerns about increased game pricing and Borderlands 4.
Pitchford has become a polarising figure within the gaming community, and his latest statement doesn’t help. Delivered in response to a fan concerned about a price hike for Borderlands 4, the reply has predictably led many to accuse him of being out of touch with the current economic realities gamers face.
When asked about Borderlands 4 being priced at US$80, like Mario Kart World, Pitchford clarified that pricing decisions are not made by Gearbox Software but by publisher 2K Games. This is indeed accurate, as the publisher holds final authority over pricing and distribution.
However, Pitchford suggested that regardless of how expensive a game may be, true fans would find a way to buy it. He then referenced his experience as a young gamer with a minimum-wage job, saving up to purchase a game he wanted. While perhaps intended as an honest reply, many interpreted the remark as dismissive of the financial struggles that are prevalent for many, particularly in the midst of global inflation and stagnant wages.
Unsurprisingly, Pitchford’s comments have drawn significant backlash. Critics argue that such insensitivity is unbefitting of someone leading a major studio, especially with Borderlands 4 approaching its release. With marketing efforts underway, many see this as another misstep that could undermine goodwill and momentum for the title.
Borderlands 4 is currently scheduled to launch on September 12 for PlayStation 5, Xbox Series X|S, and PC. As anticipation builds, Gearbox may now have to do more damage control than expected to restore fan confidence.
