On September 10, 2026, Gearbox Software and 2K released major update 1.10 for Borderlands 4. The new playable character, the hacker Loveless, instantly overshadowed all other content, but not in the way the developers had anticipated.
The design and outfit of Loveless sparked heated discussions among players. One of the most popular comments, featuring "Oh my god!" alongside a photo of the character in a sexy dress, garnered over 15,000 likes and 340,000 views in less than a day.Fans pointed out that Gearbox clearly listened to player demands for more attractive female characters. Comparisons to Stellar Blade emerged, along with comments like "This is exactly what players want." Fans are already discussing future cosplay and looking forward to more revealing outfits.
Judging by the community's reaction, the strategy of betting on sexy visuals worked exactly as expected, if not better. Loveless has become one of the most discussed additions in the series' history, notably more for her appearance than for her assassin gameplay prototype. Gearbox seems to have found a formula that gets people to buy the game, even if they ironically admit it themselves.