Randy Pitchford has responded to the backlash over his controversial Borderlands 4 "real fans" $80 tweet after it was processed through a Handsome Jack AI voice generator.
Pitchford initially drew criticism after replying to a fan concerned about Borderlands 4 potentially costing $80, stating: "if you’re a real fan, you’ll find a way to make it happen."
The Exchange That Sparked Outrage:
"Randy, this game better not be 80 dollars. Don't take that risk—a lot of gamers won't pay $80 and fuel this trend of rising game prices. You're the CEO; you have influence over pricing with the publisher."
"A) Not my call. B) If you’re a real fan, you’ll find a way. Back in 1991, my local store sold Starflight for Sega Genesis at $80. I was fresh out of high school, working minimum wage at an ice cream shop in Pismo Beach—yet I made it happen."
Fan Backlash and Viral AI Response
The reaction was overwhelmingly negative, with fans expressing frustration online. One user replied, "I’ll pirate Borderlands 4." Another pleaded, "Just apologize and move on—your developers don’t deserve this fallout." Critics argued the dismissive tone undermined the fanbase's goodwill.
Pitchford later referenced a PAX East panel where he discussed game pricing, saying, "If you want the truth, here it is." However, the defining moment came when a Handsome Jack AI—trained on Pitchford’s tweet—delivered a scathing parody response:
"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."
"Listen, cupcake—you’re not buying a game. You’re investing in a premium, galaxy-shattering experience engineered to annihilate your dopamine receptors. Think legendary loot codes itself? Guns that sprout legs, sing sea shanties, and explode into loot goblins don’t come cheap. Grow up."
"But hey, if $80 hurts your wallet, there’s an easy fix: don’t buy it. More loot for the rest of us. Win-win."
—Handsome Jack, President of the Galaxy and your personal nightmare
Pitchford’s Lighthearted (But Telling) Response
Amused by the AI’s ruthless satire, Pitchford tweeted: “Boy howdy, JackGPT—is that how I sound? My bad! Shoutout to Duke\_Newcombe and @MoxsyOG for the funniest thing I’ll read today.”
His follow-up struck a more conciliatory tone: “Seriously though, nobody likes feeling taken for granted—that wasn’t my intent. I’m humbled by the support for our team. We’re making the best Borderlands ever, and regardless of price, it’ll be worth it. Back to work!”
While Pitchford hopes to move past the controversy, the debate over Borderlands 4’s pricing will likely reignite when pre-orders launch. Publisher 2K Games’ official announcement—be it $70, $80, or otherwise—will now face heightened scrutiny.
