Borderlands 4 is experiencing a notable resurgence on Steam, driven primarily by the recent addition of a new downloadable content character, Loveless the Hacker, and a concurrent free-to-play weekend coupled with a 50% discount.
The looter shooter, which launched in September 2025, faced challenges in the months following its release. Despite achieving the series' largest launch ever, technical difficulties and Gearbox Software's subsequent handling of player concerns led to a sharp decline in its player base. SteamDB data indicated that concurrent player numbers struggled to surpass 10,000 since January of the current year.
Although Borderlands 4 received generally favorable reviews, including an 8/10 from IGN, it failed to maintain player interest until the release of Story Pack 2 on September 10, which introduced Loveless the Hacker. This new Vault Hunter features advanced cybernetics and a unique ability set described as a synchronized combination of biological and digital skills. Loveless shares her consciousness with a self-created digital virus, which can manifest as a physical Wyrm form, serving as an extension of her will.
Following the DLC's release, Borderlands 4's concurrent player count on Steam climbed to approximately 26,000, its highest point since November 2025. This figure also surpasses the 17,000-player peak achieved during the launch of the first Story Pack in March. The base game has re-entered Steam's Top 5 sellers in the U.S. and ranks ninth on the global Top 10 list.
Player feedback in Borderlands 4's Steam reviews frequently cites Loveless as the reason for their return. Specific praise has been directed towards the voice acting by Carin Gilfry, though the character's design and power level are also popular points of discussion. One review noted, "Bought the game solely because of Loveless. This is how you market." Another popular review stated, "Actually a nice character. Looks good, good design, is insanely OP (can solo bosses without any help). But her alternate heads are a bit -- meh. And she costs $9.99. The VA put some effort into it though. Overall – I think she fits."
Fans have also expressed appreciation for Gearbox's decision to offer Loveless as a standalone purchase for $9.99, separate from the Story Pack 2 expansion. This allows players to acquire the character without purchasing the entire story pack, a change some fans felt indicated Gearbox had learned from previous monetization strategies.
The current surge in players is also attributed to a site-wide 50% off sale, which reduces Borderlands 4's price to $34.99, and a free-to-play weekend that concludes on September 14. It remains to be seen whether these increased numbers will be sustained, but the current weekend marks a significant positive shift for Borderlands 4.