Strauss Zelnick, CEO of Take-Two Interactive, recently opened up about his relationship with Gearbox’s Randy Pitchford, noting that despite the controversy that often follows the outspoken developer, he has a deep admiration for him. 
In an interview discussing the future of Borderlands 4 and the gaming industry, Zelnick expressed that Pitchford’s controversial remarks, like the infamous ‘real fans will find a way’ comment regarding the price of Borderlands 4, are sometimes intentional but still part of what makes him a passionate and unique figure in gaming.
The recent backlash erupted after Pitchford responded to concerns over the $80 price tag for Borderlands 4 by telling fans, ‘if you’re a real fan, you’ll find a way to make it happen.’ While many were put off by this, Zelnick dismissed the negativity, reaffirming his respect for Pitchford’s drive and big personality. He explained that Pitchford, while sometimes controversial, is ‘one of the all-time great game makers’ and someone whose personality plays a major role in shaping the games that fans love. ‘I love him to death,’ Zelnick emphasized.
Pitchford’s price comments were made in light of the game’s retail price being set at $70, despite the growing trend of $80 games in the industry. Zelnick explained that the decision to keep Borderlands 4 at $70 was driven by a desire to offer consumers ‘a great value.’ This is consistent with Take-Two’s overall strategy, which focuses on delivering more value than the cost of the game itself.
Zelnick’s thoughts also touch on the broader pricing landscape, referencing how Take-Two and other companies have experimented with variable pricing over the years. The ultimate goal, according to Zelnick, is to provide more than what players pay for. ‘We always want to make sure we’re delivering way more value than whatever we charge,’ he said. The $70 price point for Borderlands 4, he believes, is in line with the value the game delivers, making it a great deal for fans and a smart move for the company.
While Randy Pitchford has made his fair share of headlines over the years, Zelnick’s comments underscore that, despite his controversial moments, Pitchford’s contribution to the gaming world-and to the Borderlands franchise specifically-is undeniable.