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]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]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]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]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 maintained its own brand identity and continues to operate from its UK base.[8]
Products and Services
[edit]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][8] and has broadened into ebook, graphic novel and software content.
Product Portfolio
[edit]The company’s product catalogue includes more than 16,000 officially licensed titles from over 1,800 publishers and developers.[8] Key partnerships include Bethesda Softworks, SEGA,[9] Bandai Namco, Capcom and Konami.[10]
- 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.[11][12] Fanatical often partners with organisations such as the NSPCC,[13] War Child,[14] the Movember movement,[15][12] and the mental health charity Safe In Our World.[11][16]
- 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]Recognised companies operating in the digital game-distribution market include;[17]
References
[edit]- 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 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.