It's often been said that there's no such thing as bad publicity, but it's easy to wonder if that's a sentiment Take-Two Interactive boss Strauss Zelnick readily agrees with these days. The parent company of developer Gearbox Software is, after all, preparing to support the launch of Borderlands 4 on September 12 – a key property for the company following the delay of GTA 6 into 2026.
The thing is, just as Borderlands 4 should have been taking a victory lap it became embroiled in controversy over the summer – thanks in no small part to Gearbox development chief Randy Pitchford's tendency to go a little rogue on social media. "If you're a real fan, you'll find a way to make it happen," were the infamous words Pitchford chose to use when debating with a player online over the supposed $80 price point for the upcoming first-person looter-shooter.
