Borderlands 4 is now selling for $55.99 on Steam and the Epic Games store. Originally priced at $69.99, this 20% discount applies to the standard, deluxe and super deluxe editions until October 20.
This is coming less than a month after the game launched last September. And this is following comments Gearbox CEO Randy Pitchford made before the game’s release. He joked that players would have to wait years to see Borderlands 4 on sale or be available on subscription services like Xbox Game Pass or PlayStation Plus.
A Fast Discount for a Slow Start
A major AAA game doesn’t drop in price this fast unless something’s wrong. Publishers only cut prices early when initial sales numbers fall short of expectations. It’s a classic move to push visibility, especially when reviews are mixed and word-of-mouth is shaky.
That’s the situation Borderlands 4 is in. Technical issues, stuttering, and poor optimization had made the game unplayable. Even high-end PCs struggled with performance. Gearbox’s “major” September patch was supposed to fix those problems. Instead, it made them worse.
Players reported shader delays, crashes, and long compile times. When Pitchford told fans to “wait 15 minutes” for shaders to build, gamers accused him of sounding tone-deaf. That response probably hurt sales as people decided that Borderlands 4 wasn’t worth buying.
Damage Control Disguised as a Deal
The timing of this 20% discount is a reaction. By offering a modest discount, they’re trying to lure cautious players who skipped launch. They’re also hoping it won’t alienate the ones who paid full price. It’s a marketing tactic disguised as goodwill. An attempt to reignite interest without admitting defeat.
Pitchford’s Comments Aged Like Sour Milk
Part of the backlash comes down to Randy Pitchford himself. The man has never been shy about overhyping Borderlands. He was so convinced that people would be willing to pay $80 for a game. Then he crashed out online when players slammed the performance issues that made the game unplayable.
This is yet another sign that Pitchford is out of touch with the Borderlands franchise and its players. This price cut is about getting players to give the game another chance before it fades from relevance. If they’re cutting prices now, how much lower are they willing to go?
