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Fanatical (formerly Bundle Stars) is a United Kingdom-based e-commerce and digital distribution platform 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 emphasises the sale of only officially authorised keys acquired directly from publishers and developers [2].

History

Fanatical’s origin lies 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)

Focus Multimedia Limited was founded in October 1995 by family relatives Craig Johnson and Lawrence Reeves, operating out of Rugeley, England [2]. The company was 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)

Online game store based in the United Kingdom.In 2012, in response to the industry’s digital shift, Focus Multimedia launched its first e-commerce platform, Bundle Stars[2]. The platform quickly gained recognition for curating collections of games and offering them in significantly discounted bundles, primarily for the Steam platform [3].

On 1 November 2017, Bundle Stars officially rebranded as Fanatical [3][4]. The change was initiated to reflect the platform’s expanded 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 [3]. The company expanded its team and redesigned its website for faster load times and better search functionality [3],[5]. Existing customers’ login credentials and previously purchased game keys were seamlessly transferred during the transition [6].

Acquisition by Fandom (2021)

In February 2021, Focus Multimedia Limited (and 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 more than two million customers across 200 countries [1]. Fandom stated that the acquisition was part of a strategy to diversify its revenue base through e-commerce by connecting its massive audience to digital game purchases [1]. Fanatical maintained its own brand identity and continued to operate from its UK base [1].

Products and Services

Fanatical operates a digital storefront that sells officially licensed PC game activation codes, primarily for Steam, purchased and/or licensed directly from the developers and publishers [2][3]. As of a recent company update, the platform has sold over 145 million game keys to more than 4 million customers worldwide [2],[7] and has broadened into ebook, graphic novel and software content .

Product Portfolio

The company’s inventory includes more than 16,000 officially licensed titles from over 1,800 publishers and developers [2]. Key partnerships include Bethesda Softworks, SEGA [8], Bandai Namco, Capcom and Konami [9].

  • Game Bundles: This cornerstone product includes “Build Your Own Bundles”, themed bundles and Charity Bundles, where all proceeds are typically donated entirely to the partnered organisation [10],[11]. Fanatical frequently partners with organisations such as the NSPCC [12], War Child [13], the Movember movement [14],[11], and the mental health charity Safe In Our World [10],[15].
  • 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.

Recent Expansion

In November 2024, Fanatical launched Fantasyverse, a dedicated section for digital comics, graphic novels, manga, and tabletop games, expanding its digital entertainment offerings [2].

References

  1. ^ a b c d e Batchelor, James (24 February 2021). “Fandom acquires digital games marketplace Fanatical”. GamesIndustry.biz. Retrieved 16 December 2025.
  2. ^ a b c d e f g h i j k “The history of Fanatical – Celebrating 30 years in gaming”. Fanatical. Retrieved 16 December 2025.
  3. ^ a b c d e Batchelor, James (26 October 2017). “Bundle Stars rebranding as Fanatical”. GamesIndustry.biz. Retrieved 16 December 2025.
  4. ^ Bodnarescu, Florin (16 December 2025). “Bundle Stars becomes Fanatical, starting November 1st”. Neowin. Retrieved 16 December 2025.
  5. ^ “Bundle Stars rebrands as Fanatical”. MCV. 2 November 2017. ISSN 1469-4832. Retrieved 16 December 2025.
  6. ^ Donnelly, Joe (1 November 2017). “Bundle Stars becomes Fanatical, launch sale now live”. PC Gamer. Retrieved 16 December 2025.
  7. ^ “About Fanatical”. Fanatical. Retrieved 16 December 2025.
  8. ^ “SEGA Europe Approved Partner List | SEGA Privacy Hub”. privacy.sega.com. Retrieved 16 December 2025.
  9. ^ “Our Officially Licensed Publishers”. Fanatical. Retrieved 16 December 2025.
  10. ^ a b Taylor, Rosie (7 February 2025). “Safe In Our World Launches Huge Charity Bundle for 2025”. Safe In Our World. Retrieved 16 December 2025.
  11. ^ a b “Save lives. Get the Fanatical x Movember games bundle”. uk.movember.com. Retrieved 16 December 2025.
  12. ^ “This New Fanatical Bundle Offers Fun Games For Cheap And Supports Charity”. GameSpot. Retrieved 16 December 2025.
  13. ^ “Fanatical bundle for War Child – News – War Child”. www.warchild.org.uk. 6 September 2024. Retrieved 16 December 2025.
  14. ^ 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.
  15. ^ “Safe In Our World team up with Fanatical for a big charity game bundle”. GamingOnLinux. 7 February 2025. Retrieved 16 December 2025.