After weeks of viral backlash and fan-fueled speculation, 2K Games has confirmed that Borderlands 4 will launch at the industry-standard price of $69.99. The confirmation came alongside the game’s worldwide preorder announcement and an official release date set for September 12, 2025.
This finally puts to rest the controversy sparked by Gearbox boss Randy Pitchford, who drew criticism last month for suggesting that “real fans” would find a way to pay more if needed.
The uproar began when Pitchford responded to a concerned fan speculating that the game could cost $80. “If you’re a real fan, you’ll find a way to make it happen,” he wrote in a now-notorious post. His response quickly ignited backlash across social media, with many accusing the Gearbox president of being out of touch. Though he later attempted to clarify and walk back his comments in a lengthy apology, the damage was already done, fueling rumors that the upcoming game would break new pricing ground.
A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen. My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach and I found a way to make it happen.
— Randy Pitchford (@DuvalMagic) May 14, 2025
Instead, what we got was precisely what most expected. Borderlands 4 joins the growing list of modern triple-A titles priced at $70, a shift that’s been slowly normalized by publishers over the past few years.
Preorders for the game are now live across PlayStation 5, Xbox Series X|S, and PC (via Steam and Epic Games Store), and will eventually extend to Nintendo Switch 2 later in 2025. Every preorder will include the Gilded Glory Pack featuring Vault Hunter and Weapon skins, as well as an ECHO-4 Drone skin.
Gearbox and 2K are also offering two premium versions beyond the Standard Edition. The $99.99 Deluxe Edition includes four DLC packs, new regions and missions, unique bosses, new vehicles, and multiple Vault Hunter cosmetics.
The Borderlands 4 Super Deluxe Edition ups the ante further at $129.99 by bundling in additional Story Packs, new Vault Hunters, exclusive map regions, and the Ornate Order cosmetic pack.
In terms of gameplay, Borderlands 4 promises the biggest and boldest installment yet, with four new playable Vault Hunters, refined looter-shooter mechanics, and a sprawling world called Kairos ruled by a mysterious antagonist known as the Timekeeper.
New traversal systems, billions of weapon combinations, and a roadmap full of post-launch content aim to redefine the franchise for veterans and newcomers alike.
2K president David Ismailer described the upcoming release as a “premium AAA adventure that evolves the series’ gameplay and storytelling,” while Pitchford called it a “love letter to fans” and the best starting point for new players.
So, was the drama over the price tag worth it? Probably not. But at least fans can now look forward to Borderlands 4 without worrying about coughing up $80 for the standard experience. In a year packed with sequels and remakes, Gearbox is banking on one thing, that chaos, loot, and over-the-top humor still have a place in 2025.
