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Do you remember how much you spent on the average AAA video game release in 2024? Odds are, if you bought it new at regular MSRP, it was $59.99. Indeed, $59.99 has been the baseline price for the average video game for decades at this point. It wasn’t until recently that some developers, including Nintendo, opted to start charging increased prices for certain games. The Legend of Zelda: Tears of the Kingdom, for instance, had an MSRP of $69.99 at launch. In fact, that $69.99 price point is still considered premium pricing by the majority of consumers, as $79.99 is still sinking in as a reality for publishers that dare to assign that price to their games.
Apparently, Gearbox’s Randy Pitchford didn’t get the memo (or maybe doesn’t notice how much he pays for new video games), as he recently posted on X yet another comment that got fans buzzing. Here’s the post:
The big news: No price increase for Borderlands 4! Standard Edition launches not at $80, but at $69.99! They’re showing you, so please show them. You can find links to pre-order Borderlands 4 PC and console versions on the store pages here:https://t.co/Pdpa8hoL9m
— Randy Pitchford (@DuvalMagic) June 16, 2025
Yes, you read that correctly: Pitchford alleges that there on’t be a price increase for Borderlands 4, as the “Standard Edition launches not at $80, but at $69.99!” The problem, as you might have glommed on from what we were saying above, is that the overwhelming majority of consumers don’t consider $69.99 “standard” pricing. That remains premium pricing, as does $80, and needless to say, many a fan isn’t having it with Pitchford’s latest gaff:
Literally a price increase of $10 mate. What are you talking about
— StephanZA (@GamingGrifter) June 16, 2025
This is a price increase the last game was $60
— ThiccFilA (@ThiccFilA_) June 16, 2025
Oof. Not a good look, certainly, but the industry is set on squeezing at least that extra ten bucks out of fans; ultimately, they will do everything they can to make it the norm, along with $80, and from there the sky’s the limit. At the least, however, it’s good to see fans pushing back and not letting anyone in the industry make claims that, frankly, aren’t very accurate.
Source: Randy Pitchford X Account
