Gearbox boss Randy Pitchford’s line about “real fans” being willing to spend $80 on game seem to have not left him alone despite a recent apology. In a rather lengthy post on social media platform X, Pitchford has once again offered an apology for his statement, saying that there was a misunderstanding, and that he doesn’t want “anyone to pay any more than they should or are comfortable with.”
In his post, Pitchford noted that his initial statement about “real fans” came about because he wanted to let fans of the franchise know that a potential $10 increase in the price of Borderlands 4 wouldn’t negatively impact the game too much. He also wrote about how his choice of words – “real fans” – were misconstrued as him taking the franchise’s fan base for granted.
“I am sorry there was a misunderstanding,” wrote Pitchford. “The absolute sincere truth is that I don’t want anyone to pay any more than they should or are comfortable with and I always work with the intent and hope that a customer always feels they got the better end of the deal no matter what they pay.”
“The actual context was that a guy replied to a post about Borderlands 4 on the Nintendo Switch 2 was warning me that if the price ends up being $80, the game will fail. What I was trying to do was explain that it wasn’t my call but that if a $10 price increase does happen (since that’s obviously where the industry is going), it will be okay and that Borderlands 4 will be okay because it’s a great game and there are a lot of fans who will see the value and want it.”
“I think my trying to short hand that using the phrase ‘real fans’ triggered some people and I saw that it got inflated as if I was making some big statement (I wasn’t – I was just trying to help someone who I thought was sincerely worried about us and looking out for us) and I could see that it was being pressed into the idea that I was taking the audience for granted (which is a super s****y look, but it was not at all my intent and does not reflect at all how I feel).”
Further in the post, Pitchford also wrote about how he understands that there are realities of business and economics, despite being an artist that doesn’t want to see prices going up.
“As an artist I don’t want prices to go up because I want everyone to have access to what we create,” the post continues. “I get that business is a thing and that the market and economy are driving prices up and sooner or later we’re going to have to all adapt to that so that the creative engine can make at least as much as it spends to provide us with amazing content. Whatever the case, I’m here to try to entertain people and my priority has always been to try to add some joy and happiness and creativity to the world.”
Borderlands 4 is slated for release on PC, PS5, Xbox Series X/S and Nintendo Switch 2 on September 12. For more details on Pitchford’s statements, check out our thoughts on the matter. Also check out what Pitchford has said about the development budget behind Borderlands 4 and its potential price tag.