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 November 1, 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 keysand 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 .
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].
Reputation and Trust
Fanatical is consistently noted as a legitimate and trustworthy source for digital game keys because it exclusively sells keys sourced directly from official partners, thus avoiding the unauthorised "grey market" [2],[8],[16].
On the independent review platform Trustpilot, the company holds an "Excellent" rating of 4.6 out of 5 stars based on over 81,000 customer reviews [17].
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