Borderlands 4's New Vault Hunter Loveless Pushes Game Into Steam Top 10

Borderlands 4 just got a brand-new Vault Hunter, and the game is suddenly back in the spotlight. Loveless launched on September 10, and the shooter has climbed all the way to No. 9 on Steam's global top sellers chart.

So what exactly dropped alongside her? A whole lot, as it turns out. Loveless is priced at $9.99 as a standalone purchase, and she arrived with the 1.10 update, which raises the level cap from 60 to 70. There's also Story Pack 2 and Bounty Pack 5 in the mix, plus a free weekend and a 50% off sale running at the same time. That's a pretty stacked lineup for one launch window.

Naturally, players can't agree on why the game is suddenly selling so well. Some are crediting Loveless herself, saying her design has been a big hit. One player on social media called it a massive success, saying people are genuinely excited about her look — and that "we need more designs like this in all games." Others echoed the sentiment, calling her appearance excellent and exactly what they wanted.

But not everyone is buying the character-first narrative. A chunk of the community points straight at the 50% discount and the free weekend, arguing those are what pulled in wishlist users who'd been sitting on the fence. In their view, Loveless has little to do with the sales bump.

There's another complaint in the mix too. Since Borderlands 4 is a first-person shooter, you spend most of your time staring at your character's wrists rather than their full design. Some players argue that even a great-looking Vault Hunter can't paper over weaknesses in the gameplay or the story.

It's a fair debate, honestly. A new character, a level cap bump, fresh story and bounty content, a free weekend, and a half-price sale all landing at once makes it tough to isolate what actually moved the needle. Maybe it's the character. Maybe it's the deal. Maybe it's just everything hitting at the perfect moment.

Either way, Borderlands 4 is back in the conversation, and the community is clearly split on what deserves the credit. The game is available on PC, PS5, and Xbox Series X|S.

So what do you think — is Loveless genuinely pulling in players, or is the discount doing all the heavy lifting? Drop your take in the comments and let's argue about it.