To LOVE-Ru is a Japanese-style adventure game based on the ecchi-comedy anime and manga series created by Saki Hasemi and Kentaro Yabuki. Rito's class is off to a beach resort for a four-day school trip, meaning lots of fun and lots of cute girls in swimsuits. The story is told from Rito's perspective as the trip progresses, and the player is regularly given choices that affect the story path and which character's ending the game leads to. For example, while riding on the bus to the resort, the player can choose to sit with either Haruna or Lala.

Rito and the To Love Ru cast are sent to an academy by the sea. With so many girls in bikinis Rito's luck, for once, is going to change for the better. Or so he believes. Taking his chance, he closes in on Haruna, his long time crush and hope to be able to complete his confession. However, more trouble awaits him as more alien girls are going to appear together with their traps. Like all romance simulation games, you win the girls' hearts by raising their level of awareness for you. Pay them compliments, depending on what you say, their expressions and the event scenes you will receive differs.