Randy Pitchford is at it again. The CEO of Gearbox just can’t seem to stay quiet on social media. Again, it’s lighting a firestorm. After telling fans that “real fans” would find a way to pay $80 for a game, he’s now posted a condescending tweet promoting Tiny Tina’s Wonderlands as FREE on the Epic Games Store, loaded with sarcastic emphasis:
“For our real fans who may be cost sensitive, the very awesome and incredibly fun smash hit videogame Tiny Tina’s Wonderlands is FREE this week on the Epic Games Store. Please enjoy this FREE gift by grabbing your FREE copy here, FREE.”
Yes, people are mad. But beyond the backlash, this raises a more important question:
When did being a “real fan” start meaning “ignore the price and buy it anyway”?
CEOs Shouldn’t Get to Say Whatever They Want Anymore
Pitchford may still be CEO of Gearbox, but he’s not the top of the food chain. Gearbox was bought by Take-Two, and now his words don’t just reflect on his studio. They reflect on the entire parent company. If sales or pre-orders of Borderlands 4 drop due to this kind of tone-deaf arrogance, it won’t just be a PR problem. It will be a shareholder problem.
Executives in any other industry would face real consequences for behavior that undermines product confidence. Bonuses would be slashed. Contracts reviewed. Why should gaming be different?
“Real Fans” Don’t Ask Questions. That’s the Problem
There’s a dangerous implication in Pitchford’s phrasing. When he says “real fans” will buy regardless of price, he’s really saying real fans don’t ask questions.
- Don’t ask if the game is stable at launch.
- Don’t ask if the price is justified.
- Don’t ask if the gameplay loop respects your time.
It reframes reasonable consumer behavior as disloyalty or even betrayal. And frankly, gaming companies have been allowed to get away with this attitude for too long.
Gamers Keep Getting Burned and Keep Coming Back
Let’s be honest: part of the problem is us. How many players pre-ordered a full-price game only to get a buggy mess? How many shrugged, then did it again for the next big title?
That kind of loyalty would be laughable in any other consumer industry. Imagine buying a car that doesn’t start half the time. Then thanking the dealership for the “experience.” Gaming companies are spoiled because we’ve spoiled them.
Worse, digital purchases offer no real consumer protections. You don’t own the product. You can’t easily return it if it breaks. You’re buying access to a game that might not function as promised. That’s a raw deal. Companies have no incentive to fix it if consumers keep pre-ordering.
Play Your Backlog. Play Indies. Play Smart.
There’s never been a better time to say “no” to $80 digital pre-orders. Most gamers already have a backlog of unplayed titles from free promotions to deep-discount sales. Why not play those?
Want to support the industry? Support indie devs who are putting out incredible work at fair prices. Revisit a beloved classic. Start a new run in Baldur’s Gate 3 or finally try Lies of P. The options are endless! You lose nothing by waiting.
In fact, you gain a lot:
- You know what you’re buying.
- You avoid disappointment.
- You reward quality, not hype.
Be a Real Fan to Yourself
The industry doesn’t reward loyalty. It exploits it. So stop playing the role of a “real fan” that gaming companies want you to be.
Be a real fan to yourself:
- Don’t pre-order digital games.
- Wait for reviews and actual gameplay.
- Spend your money on what deserves it.
Games don’t sell out. Seats don’t get taken. You’re not missing anything by waiting. Except frustration.
Let the executives spin their narratives. You’ve got better things to play.
