Humble Bundle
Humble Bundle, Inc. is a digital storefront for video games, which grew out of its original offering of Humble Bundles, collections of games sold at a price determined by the purchaser and with a portion of the price going towards charity and the rest split between the game developers. Humble Bundle continues to offer these limited-time bundles, but have expanded to include a greater and more persistent storefront. The Humble Bundle concept was initially run by Wolfire Games in 2010, but by its second bundle, the Humble Bundle company was spun out to manage the promotion, payments, and distribution of the bundles. In October 2017, the company was acquired by Ziff Davis through its IGN Entertainment subsidiary.
Initial bundles were typically collections of independently developed games featuring multi-platform support provided without digital rights management. Occurring every few months, the two-week Humble Bundles drew media attention, with several bundles surpassing $1 million in sales. Subsequently, the bundles became more frequent and expanded to include games from established developers, AAA publishers, games for Android-based devices, bundles promoting game jams, and bundles featuring digital copies of music, books and comic books. Bundles are presently offered on a more regular basis, with a persistent storefront for individual game sales.
The Humble Bundle offerings support a number of charities, including Action Against Hunger, Child's Play, the Electronic Frontier Foundation, charity: water, the American Red Cross, WaterAid and the Wikimedia Foundation. By the end of October 2014, participating developers had grossed more than $100 million and by September 2021, the total charitable amount raised by the Bundles exceeded $200 million across 50 different charities. The success of the Humble Bundle approach has inspired a number of similar efforts to offer "pay what you want" bundles for smaller games, including IndieGala and Indie Royale.
The Humble Bundle operation has since grown to include a dedicated storefront, the Humble Store, and a publishing arm, Humble Games, to support indie games. As a corporation, Humble Bundle is headquartered in San Francisco, California, with about 60 employees.
History
The idea for the Bundle was from Jeff Rosen of Wolfire Games. Rosen describes the inspiration coming to him through similar sales of bundle packages on the Steam platform. Rosen had noted that such sales would have viral word-of-mouth spread across the Internet. Influence also came from a previous "pay-what-you-want" sale for World of Goo upon the title's first anniversary; over 57,000 copies of the game were purchased during this sale, generating over US$117,000 after considering PayPal handling fees. Rosen by this point was well connected with other independent developers; for example his brother David is listed as being a game tester for the Penumbra series, and Penumbra composer Mikko Tarmia contributed to Wolfire Games' game project Overgrowth. Wolfire had also recently teamed with Unknown Worlds Entertainment to offer a bundle based on their Natural Selection 2 game. The porter of Lugaru to Linux was Ryan C. Gordon, who was also responsible for porting Aquaria to Linux. With his close ties to these independent developers, as well as Ron Carmel of 2D Boy, Rosen was able to assemble the package, taking advantage of merchant sales systems offered by PayPal, Amazon Payments, and Google Checkout to minimize the cost of transactions and distribution. The site later added the option to pay via Bitcoin only through Coinbase. As of 2025, the option to pay by BitCoin is no longer supported.Though achieving word of mouth was a key element of the potential success of the bundle, Rosen also recognized that the process to purchase the Bundles had to be simple; including elements like user account registration or the use of a secondary download client would have potentially driven away sales. Rosen also sought to include charities in the bundle, allowing the purchaser to choose how to distribute the funds between the developers and charities. Rosen believed Child's Play was a worthwhile cause that brought video games to hospitalized children and helped to fight the stigma of video games, while he selected the Electronic Frontier Foundation to support their anti-DRM stance. The means of "pay-what-you-want" would allow purchasers to simply give the money to the charities, but Rosen felt this was not an issue and would "consider that a success" of the sale. Rosen and Wolfire employee John Graham provided technical support during the sales, handling thousands of requests through a few all-night email and chat sessions.
Rosen and Graham began planning for a second Humble Indie Bundle, which launched in December 2010 and raised $1.8 million. The two recognized the value proposition of continuing this model and spun out Humble Bundle as its own company shortly after the release of the second bundle. Rosen and Graham served as its founders. Sequoia Capital had invested $4.7 million of venture capital into Humble Bundle by April 2011, allowing Rosen and Graham to hire staff to help curate further bundles and handle customer services.
On October 13, 2017, Humble Bundle announced it had been acquired by IGN Entertainment, a subsidiary of Ziff Davis. According to the company, Humble Bundle was to continue to operate as a separate entity within IGN, with no plans to change its current business approach in the short term. Instead, Graham cited "a lot of opportunities" for the customer bases of both companies. He said that the acquisition by IGN enables them to continue to do the same sales and charity promotions "faster and better" with IGN's resources backing them. IGN's executive vice president Mitch Galbraith said that they felt Humble Bundle was a "great fit" for IGN, and would also help IGN to "give something back" by supporting its charitable drives. As IGN publishes news and reviews of video games, Galbraith responded to several concerns about conflicts of interest, saying that they "will strike the right balance when it comes to our coverage of Humble Bundle and the games they sell" as a result of the acquisition. Among steps to avoid conflicts, Galbraith said that they will keep a firm separation between the IGN editorial staff and Humble Bundle, and will implement policies to report disclosure of ownership when IGN reports on games featured on Humble Bundle's store or promotions.
Rosen and Graham, the founders of Humble Bundle, announced in March 2019 that they have stepped down as CEO and COO of the company, respectively, with Alan Patmore taking over the company operations. Rosen stated that they felt that Humble Bundle had gotten to a point where it was stable with many potential growth opportunities, but beyond his or Graham's mindset of establishing startups. The two planned to remain as advisors to the company for at least the rest of the year.
In April 2022, 10 employees were laid off in engineering and customer support as part of a restructuring effort. In November 2023, an unknown number of Humble Games employees were laid off.
In July 2024, all Humble Games employees were reportedly laid off. The company said that it's "restructuring", and that Humble Bundle will not be affected.
Business activities
Humble Bundles
Since its inception, the Humble Indie Bundle offerings are typically a two-week period where between three and five games are offered at a pay-what-you-want model. Most bundles have featured added bonuses that are announced midway through the period as added incentive for purchasing the games; previous purchases automatically receive these bonuses. More recent bundles have included a "beat-the-average" bonus should the purchaser contribute more than the current average price others have performed. Other bundles have featured game soundtracks as either part of the core bundle or as an extra reward. With the DRM-free nature of the offered games, the source code for several games has also been included as part of the bundle's offerings.Humble Bundle works with developers to determine scheduling and availability of games, and make decisions about which games to include within bundles, asking themselves "will this be exciting for gamers", according to employee Richard Esguerra. The full arrangements with developers to create the bundle typically conclude a month before the bundle goes live. The Humble Bundle group earns about 15% of the total funds raised.
The purchaser is able to name any price for the bundle. The Humble Bundle website interface gives users the chance to determine how to distribute their contribution, defaulting to a specific split between the developers, the charities for that event and a "Humble tip" which is used to cover hosting and other costs of the bundle. The purchasers can choose to give all or none to any of these groups, or any combination of these. In later bundles, purchasers can also buy the bundle as a gift for others. Games are typically available as standalone clients for Microsoft Windows, macOS, and Linux-based systems; in many cases, the bundles represent the debut of a game on the latter two platforms.
The purchaser can often also obtain redeemable codes for the games on services like Steam or, less often, Desura or Origin. To avoid abuse with these services, later bundles require a minimum purchase price of $1. Starting on October 31, 2013, Steam keys are automatically applied to the user's Steam account when redeemed, in an attempt to prevent the resale of keys. Subsequently, due to feedback, individual product Steam keys from bundle sales were allowed to be giftable to other users, giving them a unique URL through which the receiver could then redeem the key through Steam.
Android |-based Bundles were first launched in January 2012. These Bundles do not feature redemption codes for the Google Play store, but instead require the user to install the Humble Bundle which downloads the Android application package files for the apps directly to the user's device. Some bundles have included games available both on Android and Windows, allowing users to redeem the game for both systems. In May 2015, the Humble Nindie Bundle was introduced, which is the first Humble Bundle offering that includes games from a digital store on dedicated gaming consoles, being the Nintendo eShop on the Wii U and Nintendo 3DS in this case. Due to logistical complications however, the initial offering was limited only to North America, although future offers may expand into other territories. Similarly, in August 2016, Capcom offered several of its PlayStation 3 and PlayStation 4 games through a Humble Bundle, though also limited to North American users.
In April 2021, Humble Bundle announced that among other interface changes, they were removing the charity slider, and instead limiting the charity portion that one could give to either 5% or 15%. However, after criticism from both developers and users of the store, Humble said in May 2021 they would reverse this decision and retain these sliders, including the ability to pay fully to charity, as part of their overall site redesign. Later in July 2021, Humble announced they will implement a cap on charity amounts, assuring that between a minimum of 15-30% is kept through the storefront, though users will otherwise still be able to customize the charity split to this level. Humble said this cap was necessary for them to continue to benefit users in "the PC storefront landscape".