Borderlands 4 Controversy: Randy Pitchford Draws Heat (Again) Over Discounts and Exclusivity
Borderlands fans are once again at odds with Gearbox CEO Randy Pitchford following a new tweet about the pricing and future exclusivity of Borderlands 4. The tweet has reignited backlash over past comments and raised questions about the franchise's direction as it heads toward its September release.
Here’s the TL;DR...
Pitchford tweeted that Borderlands 4 won't see steep discounts for years, unlike Borderlands 3's current 95% off Steam deal.
He posted a poll asking if preorder numbers should influence platform exclusivity for future Borderlands games.
The tweet stirred up backlash, especially in light of his earlier comment about "real fans" being willing to pay $80.
Pitchford's Tweet and Discount Strategy
Pitchford quote-tweeted the official Borderlands account's Steam Summer Sale post, noting, "Sales like this and Borderlands 3 showing up on console subscription programs took over 5 years from the game's launch to happen... it will be even longer before this kind of thing happens in the next cycle with Borderlands 4."
He followed this with a controversial poll: "Would you be more likely to preorder Borderlands 4 knowing future Borderlands games might be platform-exclusive based on preorder sales?"
The remarks echo Pitchford’s earlier comment from May 2025, where he defended a potential $80 price tag by claiming that “real fans” would pay it, referencing how he earned money for games in 1991. That quote, as reported by Game Rant, drew criticism for being dismissive of budget-conscious players. Now, his new tweet has rekindled that frustration.
Fan Reactions: Discount Delays and Exclusivity Fears
The backlash across platforms like X and Reddit has been swift. Many fans voiced frustration over the decision to delay discounts, arguing it penalizes loyal players who can't afford to pay full price at launch. Others criticized the idea of linking preorder numbers to future platform exclusivity, calling it manipulative and anti-consumer.
While a small number of users defended the approach as a way to ensure bigger development budgets, the overwhelming tone across fan communities has been negative. The poll results also reflect widespread dissatisfaction with Pitchford’s strategy.
From "Real Fans" to Preorder Ultimatums
Pitchford’s new poll appears to double down on the logic of his May tweet about “real fans” paying full price. This time, the stakes are higher: he’s suggesting that preorder sales might dictate whether future Borderlands entries become platform-exclusive.
With Borderlands 4 launching September 12, 2025, the move seems intended to drive up preorders, but it risks alienating fans who expect the franchise to remain multi-platform. As MSN notes, Pitchford’s past remarks have already made him a lightning rod for criticism, and this latest approach adds fuel to the fire.
PR Fallout and Marketing Hurdles
Despite this, Borderlands 4 still carries strong pre-release buzz. Its March 2025 PlayStation State of Play showcase impressed fans with new gameplay and co-op features, as noted by Game Rant.
But the pricing strategy—$69.99 standard, with potential $80 editions—remains controversial. Pitchford’s repeated focus on pricing and exclusivity has shifted the spotlight away from the game itself and toward the company’s marketing tactics. For a franchise built on fan engagement, the growing divide between leadership and the community may prove costly.
News compiled and edited by Derek Gibbs and Steven Bubbles on July 1, 2025. Follow us on ClownfishTV.com for more gaming, pop culture and tech news, and consider subscribing for only $5 per month to get access to exclusive podcasts and other content.
Sources:
MSN, "Borderlands 4 Boss Frustrates Fans with Discount Comment," 2025
PC Gamer, "Randy Pitchford Asks Fans if They’d Swallow Future Borderlands Exclusivity Deals," 2025
Game Rant, "Borderlands 4’s Alleged Price is Caught Between The Hammer and The Anvil," May 2025
Borderlands Official, "Borderlands 4 Pre-Order Details," 2K Games, 2025