Take-Two boss Strauss Zelnick

Border 4 Price is $70Publisher 2K Games was confirmed in June. This seemingly harmless fact is big news after the price of the upcoming looter shooter was pushed to the headlines as transmission development chief Randy Pitchford sparked a series of controversial tweets.

The outspoken Pitchford Already responded to a fan of the prospect 4 of paying $80 to the border 4said: “If you are a real fan, you’ll find a way to implement it.”

a) Not my phone number. b) If you are a real fan, you will find a way to implement it. My local gaming store offered Starflight for Sega Genesis for $80 in 1991, when I first left high school working at an ice cream shop in Pismo Beach, I found a way to do that.

– Randy Pitchford (@duvalmagic) May 14, 2025

Pitchford eventually had to address the negative emotions surrounding his commentssome believe this could hurt the chances of success in Borderlands 4. But this is not the latest drama surrounding Randy Pitchford, who often talks about hot topics in the video game industry in the media.

So, before the company’s latest (and impressive) financial results, in an interview with Strauss Zelnick, CEO of Gearbox’s parent company Take-Two, I asked him if he had a mini heart attack when he tweeted on Pitchford.

Zelnick admitted in his response that Pitchford might be a controversial figure, even suggesting that some of his antics were intentional, but ultimately he was a big fan.

“I love Randy, first of all. Let me say it on the record,” Zenick began. “And I love his big personality. I love his passion, he is one of the great game makers of all time. Sometimes he can also cause controversy – sometimes intentional, sometimes unintentional. I still love him to die.”

Some expect Take-Two to follow Nintendo (at the time, Microsoft) lead and jump the Borderlands 4 to $80, which now believes will hold the line for $70. I asked Zelnick why this was the right decision for the robber shooter, and his answer was similar to his answer to the 2K Mafia: the old country sold for $50.

“We've been working on variable pricing and we really want to make sure the title experience for consumers is that Borderlands 4 is a great game, we think it's a great game, and we also provide a great value.”

Zelnick used this answer to answer questions about the price of the GTA 6 (some think it will be $80, some as much as $100). “We always want to make sure we offer more value than anything consumers charge because we think the consumer experience is the intersection of things themselves and what you pay for,” Zelnik said.

“So we just want to make sure we always offer more value than anything we charge.”

Wesley is IGN's news director. Find him on Twitter via @wyp100. You can reach Wesley via [email protected] or secretly visit [email protected].