Borderlands 4 is Priced at $70 Because Publisher Wants to Deliver “More Value” Than What it Costs

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After the release of its latest financial report, Take-Two Interactive’s CEO Strauss Zelnick clarified during a Q&A session why the upcoming game Borderlands 4, published by their label 2K Games, will be priced at $70 instead of $80. According to Zelnick (as reported by GamesRadar), Take-Two aims to provide customers with value commensurate with the price they pay.

Zelnick explained, “Our strategy might deviate slightly from others. We view consumer experience as the perfect blend of the product itself and the price you pay for it. Our ambition is to surpass expectations significantly. We strive to provide top-tier entertainment globally, and we aim to offer more value than what we ask in return. In essence, we’re confident that we’ve nailed this balance.

In regards to whether Take-Two Interactive might follow a similar approach regarding price and customer value for the May 26, 2026 release of Grand Theft Auto 6, Zelnick’s response was somewhat ambiguous. He mentioned that variable pricing has been a part of their company for quite some time, as he stated, “We’ve had variable pricing at the company forever.

In this industry, it’s common for products to initially be released at a higher price, often including premium editions. As time passes, these prices are typically lowered to cater to as many consumers as possible. I don’t foresee this variable pricing strategy changing in the near future.

Though numerous individuals lauded the $70 price tag for Borderlands 4, prior to its official announcement by the developer Gearbox, there was considerable debate sparked by comments made by the studio’s CEO, Randy Pitchford, regarding the pricing structure of video games.

In a post that received significant backlash, Pitchford implied that dedicated fans of the Borderlands series would find a means to acquire the game no matter its cost. To strengthen his argument, he shared a story about his own efforts to purchase the $80 Staflight for Sega Genesis in 1991.

If you’re truly passionate, you’ll manage to make things work,” said Pitchford. “I managed to afford the Starflight game for Sega Genesis, priced at $80, in 1991 despite only earning minimum wage at an ice cream parlor in Pismo Beach – straight out of high school.

Eventually, Pitchford ended up retracting that statement, even issuing an apology for it. Later on, in another post, he acknowledged that some Borderlands fans felt neglected, and clarified that this wasn’t his intent.

In all honesty, no one appreciates being treated casually, and I didn’t mean to give that impression. I’m deeply moved by the affection and encouragement you’ve given our team as we strive to deliver this fantastic game to you. They’re doing an incredible job, and I can hardly wait for everyone to experience what will undoubtedly be the best Borderlands yet! The price may vary, but let me assure you, it’ll be more than worth it.”

Back to work now!

The much-anticipated game Borderlands 4 is set to launch on PC, PlayStation 5, Xbox Series X/S, and the upcoming Nintendo Switch 2 on September 12th. Lately, Gearbox has been unveiling trailers featuring various playable characters, with the latest one highlighting Amon.

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2025-08-08 18:12