When a fan recently questioned whether Borderlands 4 should cost $80, Gearbox founder Randy Pitchford offered a reply that raised eyebrows across the gaming community:
“If you’re a real fan, you’ll find a way to make it happen.”
He went on to recount buying Starflight for $80 back in 1991 while working minimum wage at an ice cream parlor, implying that price shouldn’t be a barrier for “real fans.”
But here’s the thing: 1991 wasn’t 2025. And fans aren’t buying the same thing they were back then—not in value, not in ownership, and certainly not in economy.
We’re Paying More, But Getting Less
There’s a fundamental flaw in Pitchford’s nostalgic comparison. In 1991, when you paid $80 for a game, you owned a physical cartridge. You could trade it, resell it, or keep it as a collectible. That purchase came with a sense of permanence and options.
Today? You’re paying for a license to access the game, not to own it. You can’t resell your digital copy. You can’t pass it on. And publishers can revoke or alter that license at any time. That’s not ownership. It’s a glorified rental at full price.
So, no, it’s not the same $80. It’s $80 for less control, less value, and less freedom.
Economic Reality Doesn’t Care About Fandom
There’s another issue Pitchford seems to overlook: the financial landscape of 2025.
Right now, tariffs on game consoles and accessories are paused but not resolved. A 30% tariff still looms over the industry, creating uncertainty and the real possibility of higher prices for consumers.
Wages haven’t magically kept pace with inflation either. Many gamers, especially those with families, are re-evaluating which hobbies make the cut in their monthly budgets. For many households, $80 for a single game, plus potential microtransactions, isn’t an easy “find a way to make it happen” situation. It’s a luxury.
If “real fans” have to choose between paying rent or buying Borderlands 4, the choice is clear and it’s not about loyalty.
Leadership Isn’t About Guilt-Tripping Fans
Here’s the part that really stings: Pitchford doesn’t set the price. That decision will likely be made by 2K, the publisher. So why respond in a way that deflects blame and alienates fans?
Even a simple, human response would’ve gone a long way:
“Thanks for reaching out. It’s not my call, but I get the concern.”
That’s it. No defense, no nostalgia flex, no gatekeeping. Just empathy. The kind of response that says, “Hey, I hear you, even if I can’t fix it.”
Stop Shaming Fans for Caring About Their Wallets
Gamers aren’t less loyal for questioning the value of what they’re buying. In fact, it’s because they care that they speak up. Publishers and developers need to stop framing economic pushback as a lack of loyalty. We’re not in high school anymore. Being a “real fan” shouldn’t mean going broke or staying silent.
When games cost more than ever and offer less actual ownership, asking hard questions isn’t betrayal. It’s basic consumer sense.
And until the industry can match its pricing with real value and real empathy, don’t expect everyone to “find a way.”
