Borderlands 4 DLC Character and Free-to-Play Weekend Attract Resurgence on Steam
ign.com Sep 13, 2026

Borderlands 4 DLC Character and Free-to-Play Weekend Attract Resurgence on Steam

AI-summarised brief · reviewed before publication

Borderlands 4 has experienced a significant resurgence on Steam, climbing to approximately 26,000 concurrent players following the September 10 release of the Loveless the Hacker DLC character. This marks the highest player count since November 2025, reversing a steep decline that saw numbers struggle below 10,000 since January. The surge coincides with a free-to-play weekend and a 50% discount on the base game. Loveless, a cybernetic Vault Hunter voiced by Carin Gilfry, has driven renewed interest, with players praising her design and voice acting. The character is part of Story Pack 2 but available separately for $9.99. Consequently, the title has re-entered the Top 5 sellers in the U.S. and Top 10 globally. Reviews highlight Loveless as a primary reason for returning to the game, noting her powerful abilities and distinct aesthetic. Gearbox Software’s handling of the post-launch period, combined with these promotional efforts, appears to be successfully recapturing player engagement after initial technical issues and a lukewarm reception in subsequent months.

💡 Why It Matters

  • · The success of Loveless demonstrates that targeted, high-quality character drops can effectively reverse long-term player attrition in live-service shooters.
  • · It proves that separating character access from larger story packs lowers the barrier to entry, driving immediate sales spikes and chart performance.