Borderlands 4 Trailer Drops, But Will It Cost $80?
Gearbox Software and 2K Games lit up social media on June 21, 2025, with the reveal of Borderlands 4’s official story trailer, but not all the buzz is about the game’s colorful chaos and villainous mind control. Some fans still haven’t forgotten a pricing controversy from May, when CEO Randy Pitchford hinted the game could cost $80—a comment that triggered backlash and distrust. Although the price has since been confirmed at $69.99, the damage may already be done.
Article Summary
Trailer Premiere: The official Borderlands 4 story trailer dropped June 21, 2025, showcasing the game’s dark new villain, vibrant visuals, and explosive action.
Pricing Controversy: CEO Randy Pitchford faced criticism in May 2025 after suggesting fans would "find a way" to afford an $80 price tag.
Community Reactions: The confirmed $69.99 standard price hasn’t quelled all concerns, with fans still wary of Gearbox’s direction and communication.
A Trailer Packed With Action and Questions
The Borderlands 4 trailer premiered on X (@Borderlands) at 7:47 PM EDT on June 21, 2025, and wasted no time making an impression. The story teaser offered fans a neon-drenched vision of the future, featuring lost Vault Hunters, massive bosses, and a shadowy antagonist known only as The Director. The tone blends signature franchise humor with a more serious narrative edge, a move praised by content creators like @CohhCarnage, who called the tone "exactly what the franchise needs."
Reactions to the trailer were overwhelmingly enthusiastic. "HOLY SLAGGING PEAK!" wrote @NoisyButters, while another fan called it "the most hype reveal since Borderlands 2." It didn’t take long for "Borderlands 4" to trend globally.
But as with any looter-shooter loot drop, there was a catch.
The $80 Price Tag That Wasn't (But Almost Was)
Back in May 2025, during a panel at PAX East, Gearbox CEO Randy Pitchford fielded a question about the game’s potential cost. His response? "If you're a real fan, you'll find a way make it happen.”
That didn’t go over well.
X exploded with criticism, accusing Pitchford of being out of touch. Headlines like GameLuster’s "Gearbox CEO Responds In Worst Way Possible To Borderlands 4 Pricing Concerns" poured fuel on the fire. The discourse intensified until 2K Games stepped in mid-June to clarify that the standard edition would retail for $69.99, not $80, per Polygon.
Pitchford tried to spin it as a win, posting enthusiastically once the pricing was confirmed. But fans weren’t so quick to forgive. "Glad it's not $80," one X user posted, "but can we trust them next time?"
Fan Sentiment: Excitement with a Side of Skepticism
While most fans are hyped for Borderlands 4, not everyone is ready to pre-order. Some are wary after the pricing fiasco, and others are still adjusting to Gearbox’s new position under Take-Two Interactive, which acquired the studio in 2024 (Variety, Dec. 13, 2024).
There’s also growing frustration over a lack of gameplay footage. "We need more than just flashy trailers," one post read. "Show us what we’re buying."
And then there are those who viewed Pitchford’s walk-back as weakness. "Cowardly backtrack," one trending comment read. "You should’ve stood by it or never said it."
What Lies Ahead for Borderlands 4
The game is set for release on September 12, 2025, and despite the controversy, anticipation is still high. Fans want the signature mayhem, loot, and co-op action the franchise is known for. But Gearbox now faces an uphill battle to restore consumer trust while delivering a game that justifies the hype—and the price.
Whether Borderlands 4 lands as a redemption arc or a missed shot remains to be seen.
Sources:
X Post 1936511409078366353, @Borderlands, June 21, 2025
GamesRadar+, “Borderlands 4: Everything we know so far about the 2025 looter shooter,” June 16, 2025
Polygon, “Borderlands 4 won’t cost $80 after big controversy,” June 16, 2025
GameLuster, “Gearbox CEO Responds In Worst Way Possible To Borderlands 4 Pricing Concerns,” May 20, 2025
TechRadar, “Gamers, I told you voting with your wallet matters – and Borderlands 4's price tag is a prime example,” June 18, 2025
Variety, “‘Borderlands 4’ Trailer Revealed at Game Awards,” December 13, 2024
News compiled and edited by Derek Gibbs and Steven Bubbles on June 25, 2025.