Love Island USA
‘Love Island USA’ contestants play to win, but at what cost? | Opinion
Game theory has influenced everyone in the villa. Should we all pretend we’re not pretending?
Kofi MframaUSA TODAY
July 10, 2026, 4:31 a.m. ET
Reality TV requires viewers to suspend their disbelief. No matter how much we buy into whatever Bravo or Peacock or Netflix or ABC is selling, there’s a shared understanding that this is all for show
This season of “Love Island USA” tests just how delusional we’ll allow ourselves to be
For years, we believed that a group of 20-something singles could form legitimate romantic relationships – or fall in love, even – on a remote tropical paradise, completely isolated from the rest of the world. That’s the premise of the U.K. dating competition show “Love Island.”
This summer, the American iteration, “Love Island USA,” has caused quite the stir – not only due to standard reality TV drama, but also because the show has blurred the lines that stratify our perceptions of it and the intentions of the people on it
Islanders play to win. But at what cost?
Where last season of “Love Island USA” reflected our culture’s larger intimacy crisis in the overall lack of romance in the villa (only one of the final four couples is still “together”), this season has overcorrected in the opposite direction. Most remaining couples locked in early on and have not strayed from their initial connection
This wouldn’t be an issue if the couples in question weren’t riddled with issues of their own, and didn’t reflect how gamified “Love Island USA” has become to the point that islanders are willing to endure and enable mistreatment to stay in the villa:
- Melanie was never going to leave Sincere, no matter how many times his lies and gaslighting tendencies were exposed.
- Kayda was never going to leave Zach, despite his constant negging and manipulation when another islander dared to show interest in her.
- Aniya was ready to take KC back despite their incompatibility and relationship issues before he left for Casa Amor, a weeklong event where all couples are split up into two different villas, and two batches of five to six new islanders enter either villa.
It’s certainly not lost on me that it’s the women contestants who are forced to swallow their partner’s mistreatment for the sake of the relationship. They’re too committed for this phenomenon to be deemed heteropessimism and too traumatized for heteroptimism. Perhaps it’s a secret third thing
It’s also not lost on me that audiences love the mythos of romance – the highs and lows that contour a love story. It’s why the argument between Kordell and Serena from Season 6 is so iconic. Too bad the islanders have obviously gleaned this, too
But love, or the idea of it, isn’t the only thing keeping these toxic couples bound to each other. They’re all cognizant of the $100,000 prize at the end. Whether they want to admit it or not, that reality influences every decision they make
KC was validly accused of playing it safe with Aniya to stay in the villa longer. But isn’t it in all their best interests to get as close to the prize as possible? Isn’t this why the islanders urged Melanie to forgive Sincere even after all his lies caused her to break down emotionally? Isn’t this why Zach keeps stringing Kayda along?
This sentiment goes so far as to look down upon those who choose to explore multiple connections at once, something encouraged by the show’s premise. KC believed that his connection with Aniya was stronger than that of Bryce and Trinity because Bryce wanted to explore with Kayda while KC warded off his desires to do the same with Sol, a choice that came back to bite him later on. Kenzie is one of the few islanders who explored multiple connections (albeit not as ethically as she should have), and she’s being punished for it via some indirect slut-shaming.
Where are the bombshells? Where is production? Does reality TV need a reality check?
However, the islanders alone aren’t to blame. Production hasn’t created an environment that’s conducive to exploring. Notably, there has been a lack of bombshells – new contestants brought into the villa throughout the season. They tried to correct this by bringing in double the amount of new male islanders for the girls during Casa Amor, but half of them were sent home after only a few hours in the villa
The few bombshells who did enter the villa didn’t have the best luck, because the connections between the existing couples were so ossified
As the reality TV landscape changes, its efficacy and ethics are rightfully called into question. Social media has made viewers and contestants painfully aware of the ruse integral to this type of media
It’s not just “Love Island.” From the “Bachelor”/”Bachelorette” franchise to “Love is Blind,” contestants’ intentions are constantly under question. But as time goes on, those inquiries are all asked in vain as we watch contestants use reality television as a launchpad for their influencer aspirations
So, what do we do now? Should we all pretend we’re not pretending? Make believe that this isn’t a farce all the way down? If we accept this all to be glorified networking and personal brand exposure-farming, how do we justify the couples we vote for?
Well, until you all figure that out, I’ll be gunning for Bryce and Trinity. Even if they’re scamming, so is everyone else. At least #Brinity looks cute doing it
Kofi Mframa is a columnist and digital producer for USA TODAY and the USA TODAY Network
