Fanatical (company)
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| Formerly | Bundle Stars, rebranded to Fanatical 1 November 2017 |
|---|---|
| Type | Subsidiary |
| Industry | Video games, electronic commerce, Digital distribution |
| Founded | 2012 |
| Headquarters | Rugeley, Staffordshire, England |
| Products | Digital game keys, Bundles, Software, Comics, E-books |
| Parent | Focus Multimedia Limited Fandom, Inc. (since February 2021) |
| Website | www.fanatical.com |
Fanatical (formerly Bundle Stars) is an e-commerce and digital distribution platform based in the United Kingdom, specialising in video game keys, software, e-books, and e-learning courses.
It is a subsidiary of Focus Multimedia Limited, which was acquired by Fandom, Inc. in February 2021.[1] The company is based in Rugeley, Staffordshire, and focuses on the sale of officially authorised keys, acquired directly from publishers and developers.[2]
History
[edit source]Fanatical's origins lie with its parent company, Focus Multimedia Limited, a British publisher of PC CD-ROM software and games established in 1995.[2]
Focus Multimedia (1995–2012)
[edit source]Focus Multimedia Limited was founded in October 1995 by family relatives Craig Johnson and Lawrence Reeves, based in Rugeley, England.[3] The company was initially a publisher and distributor of PC CD-ROM software, with a diverse catalogue that included the flagship brand Driving Test Success, a popular CD-ROM revision tool for learner drivers in the UK.[2] The company sold its products through major high street retailers globally.[2]
Bundle Stars and Rebranding (2012–2017)
[edit source]In 2012, in response to the industry's growing move to digitalisation, Focus Multimedia launched its first e-commerce platform, Bundle Stars.[2] The store quickly grew by selling curated collections of games and offering them in significantly discounted bundles, primarily for the Steam platform.[4]
On 1 November 2017, Bundle Stars officially rebranded as Fanatical.[4][5] The change was made to reflect the platform's expanding focus beyond just bundles to include a large catalogue of single games, new releases, and titles from both AAA and indie publishers.[2] At the time of the rebrand, Bundle Stars had sold more than 45 million game keys to over one million customers.[4] The company expanded its team and redesigned its website to enable faster load times and better search functionality.[4][6] Existing customers' login credentials and previously purchased game keys were seamlessly transferred during the transition.[7]
Acquisition by Fandom (2021)
[edit source]In February 2021, Focus Multimedia Limited (and therefore Fanatical) was acquired by the San Francisco-based digital media company Fandom, Inc. for an undisclosed sum.[1]
At the time of the acquisition, Fanatical reported having sold over 80 million game keys and e-books to customers across 200 countries.[1] The acquisition was part of a strategy to connect its audience of 330m monthly users to digital game purchases.[1]
Fanatical Managing Director at the time, Craig Johnson, stated:[8]
“Everyone here at Fanatical is thrilled to become part of the Fandom family. The synergies between our two companies are undeniable and the opportunities this acquisition presents are both incredibly exciting and vast.”[8]
Fanatical maintained its own brand identity and continues to operate from its UK base.[9]
Products and Services
[edit source]Fanatical operates a digital storefront that sells PC game activation codes, primarily for Steam, purchased and/or licensed directly from the developers and publishers.[2] As of a recent company update, the platform has sold over 145 million game keys to more than 4 million customers worldwide,[2][9] and has broadened into ebook, graphic novel and software content.
Product Portfolio
[edit source]The company’s product catalogue includes more than 16,000 officially licensed titles from over 1,800 publishers and developers.[9] Key partnerships include Bethesda Softworks, SEGA,[10] Bandai Namco, Capcom and Konami.[11]
- Game Bundles: This key product includes "Build Your Own Bundles", themed bundles and Charity Bundles, where all proceeds are typically donated fully to the partnered organisation.[12][13] Fanatical often partners with organisations such as the NSPCC,[14] War Child,[15] the Movember movement,[16][13] and the mental health charity Safe In Our World.[12][17]
- Digital Keys: Offers individual purchases of new releases and back-catalogue titles.
- Non-Gaming Products: The platform sells software, e-learning courses, and e-books.
Competitors and comparable services
[edit source]Recognised companies operating in the digital game-distribution market include;[18]
References
[edit source]- 1 2 3 4 Batchelor, James (24 February 2021). "Fandom acquires digital games marketplace Fanatical". GamesIndustry.biz. Retrieved 16 December 2025.
- 1 2 3 4 5 6 7 8 "The history of Fanatical - Celebrating 30 years in gaming". Fanatical. Retrieved 16 December 2025.
- ↑ "FOCUS MULTIMEDIA LIMITED overview - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 20 July 2026.
- 1 2 3 4 Batchelor, James (26 October 2017). "Bundle Stars rebranding as Fanatical". GamesIndustry.biz. Retrieved 16 December 2025.
- ↑ Bodnarescu, Florin (16 December 2025). "Bundle Stars becomes Fanatical, starting November 1st". Neowin. Retrieved 16 December 2025.
- ↑ "Bundle Stars rebrands as Fanatical". MCV. 2 November 2017. ISSN 1469-4832. Retrieved 16 December 2025.
- ↑ Donnelly, Joe (1 November 2017). "Bundle Stars becomes Fanatical, launch sale now live". PC Gamer. Retrieved 16 December 2025.
- 1 2 Jones, Sam. "Fanatical is now part of Fandom - What you need to know". Fanatical. Retrieved 20 July 2026.
- 1 2 3 "About Fanatical". Fanatical. Retrieved 16 December 2025.
- ↑ "SEGA Europe Approved Partner List | SEGA Privacy Hub". privacy.sega.com. Retrieved 16 December 2025.
- ↑ "Our Officially Licensed Publishers". Fanatical. Retrieved 16 December 2025.
- 1 2 Taylor, Rosie (7 February 2025). "Safe In Our World Launches Huge Charity Bundle for 2025". Safe In Our World. Retrieved 16 December 2025.
- 1 2 "Save lives. Get the Fanatical x Movember games bundle". uk.movember.com. Retrieved 16 December 2025.
- ↑ "This New Fanatical Bundle Offers Fun Games For Cheap And Supports Charity". GameSpot. Retrieved 16 December 2025.
- ↑ "Fanatical bundle for War Child - News - War Child". www.warchild.org.uk. 6 September 2024. Retrieved 16 December 2025.
- ↑ Haddi, Abdul (3 November 2025). "Latest Fanatical charity bundle is offering $352 worth of Steam Deck-compatible games for only $20". PC Guide. Retrieved 16 December 2025.
- ↑ "Safe In Our World team up with Fanatical for a big charity game bundle". GamingOnLinux. 7 February 2025. Retrieved 16 December 2025.
- 1 2 3 4 5 6 Wilde, Tyler; Fenlon, Wes (12 July 2019). "PC game storefronts compared: what you need to know about retailers and resellers". PC Gamer. Retrieved 25 July 2026.
- 1 2 3 4 Morla, Jorge (9 December 2024). "Videojuegos, códigos de venta y tiendas 'online'". El País (in Spanish). Retrieved 25 July 2026.
- ↑ Redacción Info Argentum (22 July 2026). "Wings Store: la plataforma de recargas que conquistó a los gamers de América Latina". Info Argentum (in Spanish). Retrieved 25 July 2026.