How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model


Humble Bundle is a digital storefront that offers a unique approach to purchasing video games, books, and other digital content.

Humble Bundle was founded in 2010 by Jeff Rosen and John Graham with the goal of supporting charitable organizations while providing great deals to consumers.

The concept behind Humble Bundle is simple: they curate collections of digital content, such as video games or ebooks, and offer them as bundles at a “pay-what-you-want” price.

Buyers can choose how much they want to pay for the bundle and how the payment is divided between the content creators, Humble Bundle itself, and selected charitable organizations.

Humble Bundle gained popularity due to its innovative model and the opportunity it provided for consumers to get a variety of digital content at a price they could afford.

Humble Bundle also appealed to gamers who appreciated the chance to support charities through their purchases.

Over the years, Humble Bundle has expanded its offerings beyond video games and now includes categories like books, software, and even subscription services.

They have partnered with numerous publishers and developers in the gaming industry to create exclusive bundles, often featuring highly acclaimed titles.

In 2017, Humble Bundle was acquired by IGN Entertainment, a subsidiary of Ziff Davis. Despite the acquisition, Humble Bundle continues to operate independently and maintain its commitment to supporting charitable causes.

Humble Bundle has had a significant impact on the gaming industry by promoting indie games and providing exposure to lesser-known developers. Its business model has helped raise millions of dollars for various charities worldwide.

With its focus on affordable digital content and philanthropy, Humble Bundle has become a popular platform for gamers and digital media enthusiasts.

Overview of Humble Bundle and its business model

Humble Bundle operates on a “pay-what-you-want” business model. They curate bundles of digital content, such as games, books, and software, and offer them to customers at flexible prices.

Customers can choose to pay any amount for the bundle, even as low as $1, and unlock a set of items. They also have the option to pay more than the average price or a specific higher amount to unlock additional content.

Humble Bundle is known for its support of charities. Customers can allocate a portion of their payment to go to selected charitable organizations or to the developers/publishers of the bundled content.

Humble Bundle provides various options for accessing purchased content, including direct downloads and DRM-free versions. They also offer cross-platform support for many games and software, allowing customers to access their purchases on different devices.

Bundles on Humble Bundle are available for a limited time, usually around two weeks, creating a sense of urgency for customers to make a purchase before the bundle expires.

Humble Bundle’s business model combines flexible pricing, charitable contributions, curated collections, and cross-platform support to provide customers with a unique and customer-friendly approach to digital distribution.

How does Humble Bundle work?

Humble Bundle has disrupted the traditional digital marketplace with its business model. It functions by offering consumers the opportunity to acquire digital bundles at prices they deem fair, simultaneously supporting charitable causes.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

Here is a thorough examination of its operational process:

  • Pay-What-You-Want Pricing: The cornerstone of Humble Bundle’s approach is the pay-what-you-want pricing scheme, where customers have the freedom to determine the value of the bundles they purchase.
  • Charitable Contributions: A portion of every transaction is allocated to charity. Buyers can decide how their payment is divided between the game developers, charities, and Humble Bundle itself.
  • Customizable Allocation: During the checkout process, customers use sliders to customize the proportion of their payment that goes to each party involved. This reinforces the customer’s role in the decision-making process and enhances their engagement with the platform.
  • Monthly Subscription Service: Humble Bundle also offers a subscription service known as Humble Choice, which provides subscribers with a selection of games each month, along with other perks and discounts.
  • Digital Content Offers: Beyond video games, Humble Bundle expands its inventory to include software, e-books, and other digital media, curating content based on themes, genres, or partnerships with publishers.
  • Community Engagement: Community feedback often plays a pertinent role in shaping the company’s offerings and operations. The engagement with and response from the community is reflected in adjustments to bundle curation and sales strategies.

The combination of flexible pricing, charitable donations, and a subscription model secures Humble Bundle’s place as a distinctive player in the digital distribution domain.

Established by Jeff Rosen and John Graham, the company leverages its founders’ early collaboration to build a platform that is as much about gaming as it is about giving back.

The multitude of choices presented to consumers, with regard to both purchase price and donation allocation, fosters a sense of empowerment and investment in global welfare among the Humble Bundle community.

How Does Humble Bundle Make Money?

Humble Bundle makes money through a combination of revenue streams. The primary source of income for Humble Bundle is the sale of game bundles and other digital products on their platform. Customers have the option to pay what they want for a bundle, with a portion of the proceeds going to charity, and the rest being split between Humble Bundle, the game developers, and any other partners involved.

In addition to bundle sales, Humble Bundle also generates revenue through the sale of individual games, software, and other digital content on their store. They offer a wide range of products from various publishers and developers, allowing customers to purchase games and software directly from their platform.

Furthermore, Humble Bundle operates a monthly subscription service called Humble Choice. Subscribers pay a fixed monthly fee to receive a selection of games each month. This subscription model provides a consistent revenue stream for the company.

Humble Bundle also offers a publishing service for indie game developers, where they help distribute and market games in exchange for a share of the revenue.

Humble Bundle has carved out a unique niche in the digital distribution market with its innovative business model that appeals to gamers and philanthropists alike.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

So, how does the company generate revenue? Let’s delve into the specifics of their income streams.

  1. Donations: The heartbeat of Humble Bundle’s revenue stream lies in the donations customers make. The ‘pay-what-you-want’ model allows buyers to allocate a portion of their payment to a charitable organization of their choice. With customers setting their prices and choosing where their money goes, Humble Bundle has established a business model that feels more like a partnership with its users rather than a traditional retailer-customer relationship.
  2. Subscription Service: Humble Bundle’s subscription service, Humble Choice, provides a steady stream of income. For a monthly fee, subscribers receive a selection of games worth much more than the cost of the subscription, making it an attractive offering for avid gamers.
  3. Commissions: The Humble Store, a more conventional online storefront, sells games and digital content at fixed prices. Humble Bundle takes a commission from these sales, contributing another layer to the company’s revenue.
  4. Publishing Business: Humble Bundle also acts as a publisher, helping to bring games to market. They earn fees from this service, bolstering their financial framework.

Despite occurrences of backlash from the community—for instance, attempts to modify the charitable contribution sliders-Humble Bundle has listened to its user base and rectified policies to keep its community’s trust.

Their success is evident in raising over $196 million for charity since inception. This combination of innovative sales, commitment to charitable causes, and active community engagement has made not only Humble Bundle a lesson in digital commerce but also a profitable venture that capitalizes on the generous spirit of its customers.

Humble Bundle’s business model revolves around offering discounted games, software, and other digital products while supporting charitable causes. Their success is dependent on the popularity of their platform and the partnerships they form with developers and publishers.

Here are the detailed explaination of every ways Humble Bundle makes money:

1. Subscription Fees

Humble Bundle’s monthly subscription service, known as Humble Choice, offers a curated selection of games to its subscribers. This model serves as one of the pivotal elements of the company’s revenue stream, where the consistency of subscription fees ensures a constant inflow of funds. This system is advantageous for both the company and its subscribers.

  1. Guaranteed Revenue: Humble Bundle benefits from the predictability of this income. Subscribers pay a fixed amount each month, giving the company a reliable forecast of earnings.
  2. Value for Gamers: Subscribers have access to a library of games that typically surpasses the cost of the monthly subscription fee in value. This aspect of the service is especially appealing to regular gamers keen on expanding their digital library.
  3. Flexibility for Users: Humble Choice also offers flexibility, allowing subscribers to pause or cancel their subscriptions without penalty. This customer-friendly policy can further incentivize gamers to try out the service.

Humble Bundle cleverly integrates this subscription model with its other revenue-generating channels. Subscribers often receive discounts in the Humble Store and are sometimes given the opportunity to contribute a portion of their subscription fee to charity. This seamless integration not only diversifies their revenue but strengthens community engagement as well.

By harmonizing subscription revenue with its charitable mission and maintaining a close relationship with its user base, Humble Bundle has managed to establish a dependable source of income while championing the values that helped it grow.

The success of their subscription service reinforces Humble Bundle’s position in the marketplace as an innovative and customer-oriented digital distributor.

2. Commissions from Humble Store

Humble Bundle offers subscription services as well as an online store called the Humble Store. Humble Bundle provides an intermediary between game developers and consumers, much like other digital marketplaces.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

The key revenue mechanism here is the collection of commissions for each sale that occurs through the platform.

  1. Sale Commissions: A predetermined percentage of each sale made in the Humble Store goes to Humble Bundle. This arrangement provides a continuous stream of revenue, augmenting the company’s financial stability.
  2. Developer Partnerships: By partnering with a wide array of developers, the store offers an extensive collection of games. These partnerships are advantageous for developers who benefit from Humble Bundle’s vast customer base and promotional capabilities.
  3. Consumer Trust: Consumers are attracted by the Humble Store’s reputation for providing great deals and its commitment to charity, which can lead to higher sales volumes and, consequently, higher commission income for Humble Bundle.
  4. Discounts and Sales: Regular discounts and sales events, such as the Humble Bundles, encourage bulk purchases, which can result in a higher total commission due to increased sales volume.

Humble Bundle has effectively leveraged its brand to build a reliable Humble Store, creating a symbiotic relationship between itself, developers, and gamers.

The inclusion of a store that offers individual titles aside from the bundled packages expands the company’s revenue streams and reinforces its position in the digital distribution market.

The compelling blend of charity support, consumer trust, and a wide selection of titles make the Humble Store a worthy component of Humble Bundle’s overall business strategy.

The commissions garnered from this platform are a pivotal aspect of Humble Bundle’s monetization model, ensuring the company continues to thrive while maintaining its philanthropic efforts.

3. Fees from Publishing Business

Humble Bundle extends its revenue stream by venturing into the realm of video game publishing. Humble Bundle supports indie developers by publishing their games through its publishing arm.

The company provides a suite of services including funding, marketing, and distribution, which are essential for the successful launch and sales of video games.

For these services, Humble Bundle charges fees, thereby adding another layer of income to its business model.

  1. Funding Assistance: Small or independent game developers often require financial backing to complete and perfect their projects. Humble Bundle steps in to provide this support, and in return, it collects fees upon the successful launch and sales of these games.
  2. Marketing Services: Understanding the critical role of visibility in a crowded marketplace, Humble Bundle offers marketing and promotional services to its developers. The fees for these services contribute to Humble Bundle’s profits and ensure that the games reach a wider audience.
  3. Distribution Channels: Gaining access to Humble Bundle’s established distribution channels allows developers to present their creations on a reputable platform with a vast user base. The fees levied for distribution are part of the publishing agreement, adding to the revenue of Humble Bundle.
  4. Revenue Sharing: Apart from upfront fees, Humble Bundle often negotiates revenue-sharing arrangements as part of its publishing deals. This means that a portion of the sales proceeds from the published titles goes to Humble Bundle, creating an ongoing source of income.
  5. Developer Success: By investing in the success of indie developers, Humble Bundle ensures a continuous and diverse supply of games for its ecosystem. This long-term strategic partnership results in extended profitability for both the developers and Humble Bundle itself.

Humble Bundle’s publishing division not only diversifies its income but also reinforces its commitment to fostering the gaming community.

Humble Bundle ensures its financial growth through the collection of various fees associated with publishing services by providing a comprehensive platform that assists developers from inception to sales.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

These efforts substantiate Humble Bundle’s significant role in the gaming industry and underline its innovative approach to monetization.

4. Reselling Used Game Licenses

Humble Bundle, a renowned digital storefront for video games, operates a unique business strategy that allows it to thrive in the competitive gaming market.

Contrary to the common retail model, Humble Bundle focuses on the reselling of used game licenses, a practice that raises questions about its profitability.

Despite the seemingly low price points, the company manages to maintain a profitable operation through strategic acquisition and distribution of these licenses.

  1. Acquisition of Licenses: Humble Bundle negotiates with game development companies to acquire the rights to sell used physical game licenses online. These agreements are structured to be mutually beneficial, allowing Humble Bundle to purchase licenses at a price that leaves room for profit while offering developers a new revenue stream from otherwise dormant assets.
  2. Discounted Sales: By offering popular titles such as XCOM 2 at steep discounts, Humble Bundle attracts a significant number of customers. The lower prices lead to higher sales volumes, which can compensate for the reduced margins on individual sales.
  3. Bundling: One of Humble Bundle’s signature approaches is selling games in ‘bundles,’ which are collections of games sold together at a discounted rate. This bundling increases the perceived value for customers and encourages them to purchase more games than they might have individually, thereby increasing overall revenue.
  4. Customer Base Engagement: The platform’s pricing strategy also serves to engage and expand its customer base. Gamers who might not have otherwise purchased a game at full price get the opportunity to do so affordably, potentially leading to repeat business and a loyal following.
  5. Market Positioning: Humble Bundle capitalizes on its position in the market by offering a mix of indie and AAA titles. This diverse selection caters to various tastes and ensures a steady inflow of customers looking for great deals on a wide range of games.

Further, Humble Bundle’s business model emphasizes discounted sales, leveraging consumers’ bargain-hunting psychology, which engenders satisfaction when they get valuable products for lower prices.

Through this tactic, the company not only garners profits via volume sales but also bolsters its reputation as a cost-effective alternative among gaming enthusiasts.

Humble Bundle has cleverly crafted a monetization model that leverages used game licenses to create a thriving marketplace that benefits both the company and its diverse clientele.

4. Partnerships and Sponsorship

Humble Bundle has established a niche within the gaming and digital content industry by forging partnerships with game developers and publishers.

These relationships are crucial to the company’s success and contribute significantly to its revenue stream.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

Humble Bundle generally works on a profit-sharing model for partnerships by providing game licenses to developers, which are then sold to consumers.

In return, developers receive a portion of the sales proceeds, providing them with an alternative revenue source for their titles.

  1. Curated Selection: Humble Bundle’s appeal lies in its curated game selections. Collaborating with developers allows the platform to offer a diverse array of titles that appeal to a broad audience. By doing so, Humble Bundle becomes a desirable marketplace for publishers looking to distribute their games to a wider audience.
  2. Revenue Sharing: The company has a revenue-sharing agreement that ensures both Humble Bundle and game developers profit from each sale. The standard split is typically transparent, with Humble Bundle taking a commission while the rest is allocated between the game publishers and charity contributions.
  3. Launch Promotions: The strong Humble Bundle also works with developers to promote new game launches. The platform can provide greater visibility and reach for these games, translating into higher initial sales numbers and, consequently, larger revenue during the critical launch phase.
  4. Community Engagement: The platform’s model encourages community engagement, with customers often feeling they are contributing to a greater cause while purchasing games. This goodwill, fostered through the collection and distribution of donations, reinforces customer loyalty and maintains a positive relationship between Humble Bundle, developers, and players.
  5. Customizable Bundles: Humble Bundle’s “Choose Your Own Price” mechanism allows consumers to allocate a percentage of their payment to developers. This empowers customers while ensuring developers earn revenue directly proportional to the popularity and perceived value of their games.

These collaborations not only provide lucrative earnings but also help promote indie titles that lack visibility on larger platforms. As a result, Humble Bundle serves as an incubator for indie games, fostering growth within the industry.

Humble Bundle, therefore, offers game developers and publishers a marketing and revenue-generating resource as well as extending their marketing reach.

5. Sales and Bundles

Humble Bundle has become a household name for gamers and digital content enthusiasts around the world, primarily for its sales approach that allows buyers to access a plethora of games at a price point of their choosing.

How Does Humble Bundle Make Money? Exploring Humble Bundle Business Model

The company generates significant revenue through the strategic bundling and selling of games. Their model not only fosters an environment where customers feel in control of their spending but also supports charity organizations, developers, and the company itself.

  1. Pay-What-You-Want Model: At the heart of Humble Bundle’s success is its pay-what-you-want pricing strategy, which empowers customers to purchase a collection of games for a price they consider fair. This flexibility has made Humble Bundle very popular, attracting a wide range of customers, from budget-conscious to philanthropic gamers.
  2. Time-Limited Bundles: The company frequently offers time-limited bundles that package several games together. This generates a sense of urgency and exclusivity, prompting quick sales and enhancing the perceived value of the offerings.
  3. Decide-the-Distribution: When making a purchase, customers can determine how their payment is divided between Humble Bundle, the game developers, and chosen charities. This unique feature further bolsters the attractiveness of Humble Bundle’s deals while showcasing the company’s commitment to charitable giving.
  4. Humble Store: In addition to game bundles, Humble Bundle also operates the Humble Store, where individual games and software products are sold at competitive prices. The store operates on a traditional retail model, with Humble Bundle taking a commission on each sale.
  5. Humble Publishing: Beyond selling games developed by others, Humble Bundle has expanded into publishing, supporting indie developers in bringing new game projects to fruition. The fees from publishing services complement the company’s revenue streams and bolster its position within the gaming industry.

The sum of these strategies makes Humble Bundle not just a retailer but a comprehensive platform for game distribution and a significant player in the gaming ecosystem.

The Humble Bundle model keeps customers at the center while also benefiting developers and charities.


Humble Bundle, an online platform renowned for its unique approach to selling digital products, primarily games, has established itself as a leader in the gaming industry.

By offering customers the freedom to choose the price they want to pay, the company has attracted a wide range of customers, resulting in significant revenue from donations.

In addition to donations, Humble Bundle generates income through various other channels, including subscription fees, commissions from its Humble Store, and fees from its publishing business.

The success of Humble Bundle’s business model is driven by its pay-what-you-want pricing strategy, allowing customers to feel in control of their spending while supporting charitable organizations, developers, and the company itself.

Time-limited bundles create a sense of urgency among buyers, leading to increased sales and perceived value. Furthermore, the company’s unique “decide-the-distribution” feature allows customers to determine how their payment is divided between Humble Bundle, developers, and charities.

Apart from offering bundles, Humble Bundle operates the Humble Store, where individual games and software products are sold, generating revenue through commissions on each sale.

Furthermore, the company has ventured into publishing, providing support to indie developers in bringing new game projects to market.

The fees earned from publishing services complement Humble Bundle’s revenue streams and contribute to its position as a major player in the gaming ecosystem.

Humble Bundle’s multi-faceted revenue streams and customer-centric approach have positioned it as a comprehensive platform for game distribution.

The company’s commitment to supporting charities and indie developers has not only attracted loyal customers but also fostered a reputation for social responsibility within the gaming industry.

With its innovative business model, Humble Bundle continues to reshape the way digital products are sold while making a positive impact on various stakeholders in the gaming community.