Pitchford Explains 'Real Fans' Tweet: 'No Disrespect Intended'

Gearbox CEO Randy Pitchford has responded to criticism over his controversial remarks about Borderlands 4's potential $80 price point, following a viral parody tweet using a Handsome Jack AI voice.

Pitchford's 'Real Fans' Comment Sparks Backlash

The controversy began when Pitchford replied to fan concerns about a possible $80 price tag by stating: "if you're a real fan, you'll find a way to make it happen." Twitter users quickly condemned the remark, with some threatening to pirate the game and others urging Pitchford to apologize to preserve goodwill toward the development team.

The full exchange went:

"Randy, this game better not be 80 dollars. Don't take that risk, a lot of gamers aren't gonna pay 80 dollars and feed this notion of constant increase of the price tag. You are the CEO, you have some say with the price when it comes to your publisher."

Pitchford's response:

"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."

The Handsome Jack AI Response That Changed the Conversation

Pitchford softened his stance after Borderlands streamer Moxsy shared an AI-generated parody of Handsome Jack (Borderlands 2's iconic villain) mocking fan complaints:

> Ohhh boo-hoo, $80 for Borderlands 4? Let me break out the world's tiniest violin—crafted from Eridium and oiled with the tears of whiny Vault Hunters.

> You're not buying a game. You're investing in a premium, galaxy-shattering experience personally engineered to blast your sad little dopamine receptors into orbit. You think quality loot and chaotic mayhem just code itself?

> Back in my day, I built an entire moonbase with my own two hands (and a metric ton of disposable Hyperion interns), and you're crying about spending a few bucks more to virtually murder skags with style? Puh-lease.

Pitchford's Response

"Boy howdy, JackGPT, is that how I sound? My bad," Pitchford tweeted, acknowledging the humor. He continued more seriously: "Nobody likes being taken for granted and it was not my intent. I'm humbled by the love and support everyone has shown the team... Regardless of where the price lands, it's going to be worth it and then some."

While Pitchford appears ready to move past the controversy, the pricing debate will likely resurface when pre-orders open. 2K Games will ultimately determine whether Borderlands 4 carries a $70, $80, or alternative price point - a decision that now carries heightened scrutiny following this exchange.