The boss of Gearbox Software is definitely on edge, and he's making it known. In recent weeks, Borderlands 4 has regularly found itself in the news. It must be said that as its release approaches, the studio is now doubling down on communication to make players want to buy it. And things were going pretty well, until Randy Pitchford started to slip up on the price issue, causing a heated controversy among fans. A controversy for which he continues to pay the price.
The controversy surrounding Borderlands 4 continues
The starting point of this whole story? The fact that Borderlands 4 could possibly be sold for €90. For many players, this is a detail that doesn't go unnoticed, and they never miss an opportunity to let the studio's CEO know. Tired of this invective, Pitchford then responded with the worst possible response: "If you're a true fan, you'll find a way to buy it." A nice dose of fuel for the fire, which only increased the players' anger and pushed the creator to apologize profusely. But fans hold grudges. So, while Pitchford complained about certain behavior on social media in a post completely unrelated to Borderlands 4, the latter didn't fail to add to the controversy. "I saw something crazy too. The CEO of Gearbox Software making players feel guilty by alienating them because they refuse to pay €90 for his game. This platform IS crazy," one internet user quipped. Enough to prompt the studio boss to apologize once again in a very, very long message.
"I'm sorry there was a misunderstanding. The absolute and honest truth is that I don't want anyone to pay more than they should or can, and I always work with the intention and hope that the customer always feels like they've gotten the best part of the deal, regardless of the price they pay," he said, before recalling the context of his statement in relation to Borderlands 4. Because according to him, his point wasn't so much that fans should pay more, but that the game would do well even if there was an increase.
Gearbox boss multiplies the excuses
"I think my attempt to shorten things by using the words 'true fans' hurt some people, and I saw that gain momentum as if I was making a big statement," Pitchford then added, before asserting that this was not really the case. "I was just helping someone who I think genuinely cared about us and was looking out for us." Hence the statement that followed, which he said was actually meant to assure people that "Borderlands 4 will do well because it's a great game and there are a lot of fans who will see the value in it and want it.".
And the Gearbox CEO is keen to reassure them: this doesn't mean he takes his audience for granted. Quite the opposite. "The honest truth is that I'm grateful for anyone who enjoys our games, and I'm honored that so many fans show their enjoyment and support for what we do," he proclaims, before going on to point out that he is an artist and as such, his top priority will always be to bring joy and creativity to this industry.
He then concludes: "I'm not saying I'm perfect. But I don't deserve less latitude than anyone else. I choose to think of others as charitably as possible, and I'm often surprised to discover that some people jump to the worst possible way of looking at something, which is simply contrary to my nature." This time, we can say that the message has been received. It remains to be seen whether this will be enough to calm the ardor of Borderlands 4 fans by the time the game is released on September 12.
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