Humble Bundle
Parent Ziff Davis (2017–present) | | |
Website | humblebundle |
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Humble Bundle, Inc. is a
Initial bundles were typically collections of
The Humble Bundle offerings support a number of charities, including
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.[1]
History
The idea for the Bundle was from Jeff Rosen of
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.[10] 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.[9] 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.[9] 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.[10]
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.[16] 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.[17]
On October 13, 2017, Humble Bundle announced it had been acquired by
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 plan to remain as advisors to the company for at least the rest of the year.[21]
In November 2023, an unknown number of Humble Games employees were laid off.[22]
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 (after Humble Indie Bundle 9, these midway bonuses were made exclusive to above-average buyers). 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.[23] 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.[23]
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.[24][25] 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.[26]
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% (the default) or 15%.[31] 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.[32] 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".[33]
Humble Store
The Humble Store is an extension of the sales system developed for managing the Humble Bundles. It offers the capabilities of the payment and customer services that they had created for the various Bundles to independent developers as an alternate marketplace for these games. According to Joshua Knoles of the Humble Bundle team, they "wanted to create something that would allow developers to easily sell their games through their own web site as well as provide a painless buying experience for purchasers".[34] Once developers have signed on with the Humble Store, they are given a widget that they can include on their web site which allows users to purchase the game (the Humble Store was usually inaccessible unless one directly searched for the widget for a particular game). In some cases, such as with FTL: Faster Than Light and Sportsfriends, the developers used the Humble Store to provide tier rewards during their crowd funding phase using sites like Kickstarter.[34] As with the Bundles, once purchased the buyer has access to all software games from the store at any time. Ben Kuchera of "Penny Arcade Reports" compares the Humble Store as a potential competitor to virtual storefronts like Steam, offering a more personable level of service to developers and customers than these larger systems.[34] In July 2016, Humble Bundle created its Gamepages service that offered developers that are already using the widget dedicated website space to allow them to sell and advertise their game, avoiding the need to secure this website space on their own.[35]
A dedicated Humble Store was launched in November 2013, where single games instead of bundles were put on daily sales, with 10% of the revenues being given to charities including the EFF, American Red Cross, and Child's Play.
In January 2019, the Humble Store added support for various Nintendo Switch and Nintendo 3DS games.[39] Humble has also partnered with Epic Games to sell redeemable keys for games on the Epic Games Store.[40]
Humble Weekly Bundles
Following the conclusion of the Humble Android Bundle 5 in March 2013, the site announced new weekly sales that feature the same pay-what-you-want for a single title, starting with the game Bastion. As with the regular bundles, each weekly sale has several tiered payment options. Aside from only lasting one week instead of two, running consecutively with main bundles, and being based on a singular theme (often a particular developer's games), the sales work exactly like the bundles.[41]
Humble Flash Bundles
Another extension of Humble Bundles, the first Flash Bundle debuted on July 14, 2014. Taking cues from the two week "Humble Daily Bundle" promotion, Humble Flash Bundles are similar to Weekly Sales, but only last for 24 hours and may include repeats of previous bundles and sales. These can appear anywhere between as often as once a week to once a month.
Humble Monthly and Humble Choice
In October 2015, Humble Bundle launched its Humble Monthly subscription service; those that subscribed would receive a curated set of games at the start of each month, delivered in a similar manner as other Humble products (such as with Steam key redemption or DRM-free copies). Five percent of the subscription fees go to charity. Bowling compared the idea to a book club, allowing them to curate the monthly bundles on themes or complementary ideas. Bowling also stated that this can be a larger incentive towards developers into participating in this program since revenue for games can be better estimated based on the number of subscribers compared to their normal "pay what you want" pricing scheme.[42]
Humble Bundle co-founder John Graham stated that while initial subscription numbers were low due to potential subscribers being unaware of what type of games were offered, that by February 2016, they have reached more than 70,000 subscribers to the service. At this level, Humble Bundle is able to use some of the money to fund the development of new games, "Humble Originals", for those subscribers in future Humble Monthlies; the first such "Humble Original" was Elephant in the Room developed by Mighty Rabbit Studios, released with the February 2016 Monthly bundle.[43][44]
Starting in June 2017, those that maintained their monthly subscription also gained access to the Humble Trove, a library of DRM-free games that will expand over time, alongside the games offered through the Monthly bundles.[45]
Humble transitioned the Monthly subscription service to the Humble Choice in December 2019.[46] While features such as access to the Humble Trove and discounts on the store remain the same, the Choice service offers at least ten games a month, and which Choice subscribers can choose a number to keep, based on their subscription tiers. A premium tier allows subscribers to keep 9 of the games, while the basic tier allows for 3. Existing Monthly subscribers were automatically transitioned to the premium tier (with the ability to keep 10 games), but at the existing Monthly subscription rate which they keep as long as they maintain their subscription. Additionally, Humble added a lower-cost tier that gives access to the Trove but no other free games.[47]
Another change to the Choice plan was made in January 2022, keeping the subscription to a single price that would make available all games offered that month, though the number of games that are offered may change from month to month. Those on the premiere tier further have access to a rotating library of games accessible through a new app for Windows computers.[48] However due to this shift, Humble would no longer be able to support Mac or Linux versions of the Trove games since the launcher would be required to access them.[49] With the change to the Trove, the discounts on the store also updated to a cumulative form, existing subscribers receiving the maximum level.[50]
Publishing
In February 2017, Humble Bundle announced that it would begin to offer publisher services to developers across multiple platforms, including computer, console, and mobile devices, building upon its existing suite of services. Such games, such as A Hat in Time, were given a "Presented by Humble Bundle" label. Humble Bundle's lead for the publishing effort, John Polson, said that developers are able to pick and choose a selection of options that Humble Bundle can offer, recognizing that few publishing models are able to meet the vastly different needs of developers.[51][52] Humble rebranded its publishing division as Humble Games in May 2020.[53]
In June 2020 Humble Bundle announced a Black Game Developer Fund. It aims to provide funding, production and marketing support via Humble Games to black game developers.[54][55]
List of published games
Year | Title[56] | Developer | Additional note(s) |
---|---|---|---|
2017 | A Hat In Time | Gears for Breakfast
|
Self-published on PC |
2018 | Aegis Defender | GUTS Department | |
Wizard of Legend | Contingent 99 | ||
Wandersong | Greg Lobanov, A Shell in the Pit | ||
2019 | Slay the Spire | Mega Crit Games | Early access in 2017, fully released in 2019. |
The Occupation | White Paper Games | ||
Staxel | Plukit | ||
Forager | HopFrog | ||
Void Bastards | Blue Manchu | ||
Crying Suns | Alt Shift | ||
Supraland | Supra Games | Self-published on PC | |
2020 | One Step From Eden | Thomas Moon Kang | |
Wildfire | Sneaky Bastards | ||
Fae Tactics | Endless Fluff Games | ||
Popup Dungeon | Triple B Titles | ||
Floor 13: Deep State | Oversight Productions | ||
Ikenfell | Happy Ray Games | ||
Ring of Pain | Simon Boxer, Twice Different | ||
Carto | Sunhead Games | ||
Project Wingman | Sector D2 | ||
2021 | The Wild at Heart | Moonlight Kids | |
Dodgeball Academia | Pocket Trap | ||
Into the Pit | Nullpointer Games | ||
Flynn: Son of Crimson | Studio Thunderhorse | ||
Unsighted | Studio Pixel Punk | ||
Unpacking | Witch Beam | ||
Next Space Rebels | Studio Floris Kaayk | ||
Archvale | idoz & phops | ||
2022 | Supraland Six Inches Under | Supra Games | |
Chinatown Detective Agency | General Interactive Co. | Co-published by WhisperGames on PC | |
Temtem | Crema | Early access in January 2020, fully released on September 6, 2022. | |
Moonscars | Black Mermaid | ||
Midnight Fight Express | Jacob Dzwinel | ||
Prodeus | Bounding Box Software | Early access in November 2020 on PC, fully released on September 22, 2022. | |
Ghost Song | Old Moon | ||
Infinite Guitars | Nikko Nikko | ||
SIGNALIS
|
rose-engine | Co-published by PLAYISM on PC and Nintendo Switch | |
2023 | Protodroid Delta | Adam Kareem | |
Infinite Guitars | Nikko Nikko | ||
Stray Gods: The Roleplaying Musical | Summerfall Studios | ||
Mineko's Night Market | Meowza Games | ||
Temtem: Showdown | Crema | ||
The Iron Oath | Curious Panda Games | Version 1.0 released. | |
Coral Island | Stairway Games | Version 1.0 released. | |
While the Iron's Hot | Bontemps Games | ||
2024 | Bushiden | Pixel Arc Studios | |
Bō: Path of the Teal Lotus | Squid Shock Studios | ||
#Blud | Exit 73 Studios | ||
Billie Bust Up | Giddy Goat Games | ||
On Your Tail | Memorable Games | ||
Lost Skies | Bossa Games | ||
TBA | Breeze in the Clouds | Stormy Nights Interactive | |
Monaco 2 | Pocketwatch Games | ||
Totemic | Collage Games | ||
Wizard of Legend II | Dead Mage |
Analysis
Success
The first promotion was considered to be very successful. Rosen noted that they considered the million-dollar goal as a best-case scenario, but once the sale actually started, "it was immediately clear that we were on to something".[57] Rosen would later attribute part of the success to Ars Technica writer Mike Thompson, stating that he "immediately saw the potential" of the Bundle in an article written for the website just prior to the Bundle's sale period.[58] Brandon Boyer of Boing Boing believed that it provided a model that "seems it could and should be repeated".[59] The move to offer games in a price and manner that consumers were willing to buy was contrasted to larger software publishers that place artificial limitations on their content; Mike Masnick of Techdirt believed the Humble Bundle promotion worked as it "focus[ed] on giving people real reasons to buy, rather than just feeling entitled to define the terms under which they buy and looking for ways to limit those who want to interact with you in a different manner".[60] The source for the promotion's website has been requested of Wolfire by several other groups, according to Rosen; Rosen continues to believe that many similar charitable sales can be seen in the future from the Humble Bundle's success.[57] For future Bundles, Rosen desires to include lesser-known games in contrast to World of Goo and Braid, but has had to already reject some developers' requests to be included in a Bundle, claiming the games' quality may tarnish the Humble Indie Bundle branding. Instead, he believes smaller games with no wide profile and are "legitimately good" would be ideal for inclusion in future Bundles.[10]
As a result of the success of the bundle, other groups have started similar pay-what-you-want plans for other indie games, including IndieGala, Indie Royale and LittleBigBunch.[61]
PC Gamer named the Wolfire team as founders of the Humble Indie Bundle as their 2011 community heroes for their support of the indie game development market.[62] Forbes listed John Graham in its 2013 "30 Under 30" leaders in the field of games for the success of Humble Bundle,[63] while Rosen was recognized for the same in 2015.[64]
After the end of the Humble eBook Bundle, John Scalzi noted that various factors, such as brand name recognition, a lack of DRM, a focus on charity, the uniqueness of the bundle and its format, and the variety of included authors, all made the Humble eBook Bundle a success.[65] Scalzi notes that while people who participate in Humble Bundles will get less in net profit than they would have without the bundle (due to the variable percentages patrons can donate and publishers taking their cut of proceeds), but in return receive greater volume (the Humble Bundle sold 42,000 copies of eBooks in two weeks, almost as much as the average monthly bestseller). In conclusion, Scalzi lauds the idea of the Humble Bundle, and notes to future contributors that while the bundle is low-margin, it's also low-risk.[66] Novelist Cory Doctorow, who organized both eBook bundles, noted that while no publisher aside from Tor Books would participate in the bundle because of no-DRM stipulations, they still raised around $2 million for books whose circulations were earning their authors little to no money.[67]
Terence Lee of Hitbox Team also mentions that the Humble Bundle was a success for their game Dustforce, even after the bundle ended. When Humble Bundle first called the team and asked if they could port the game to Linux and bundle it, the game sold about ten copies on Steam daily. The day the Humble Indie Bundle 6 came out with Dustforce in it, sales through the Humble Bundle skyrocketed to over 50,000 copies per day. While Hitbox Team only received $178,000 out of the $2 million Humble Bundle made, the increased number of players caused daily sales of the game to jump from less than a dozen to around 50–60 copies per day.[68]
On the other hand, Binding of Isaac and Super Meat Boy developer Edmund McMillen noted in a tumblr post that the bundles are "not as successful as many would think." While the Humble Bundles are an excellent way for popular games to get a final boost in sales as well as to help lesser-known games get more attention, statistics have shown that sales dipped more in the years when Binding of Isaac and Super Meat Boy were in bundles than they were in following years. Ultimately, according to McMillen, Humble Bundles neither hurt nor help in the long run and now seem more of a tradition than anything else.[69]
Piracy
Despite the ability to get the games at nearly zero cost,
While aware of the presumed software piracy, Rosen says that Wolfire will take no steps to limit it, believing that "making the download experience worse for generous contributors in the name of punishing pirates doesn't really fit with the spirit of the bundle".[72] Rosen noted that by offering the source code of the games as an incentive, they would hope that "the community will help build them up with the same vigor that crackers tear DRM down".[57]
In preparing for the second Humble Indie Bundle sale, John Graham acknowledged that some may still download the game through illegal means, but also said that the organizers of the bundle gave their best effort to make the process of purchasing the games simple, and they also wished to create a social impact with the sales by including contributions to Child's Play and the Electronic Frontier Foundation.[73] An anonymous survey conducted by Wolfire for those who felt it necessary to acquire the second Bundle from other illegitimate sources showed that some preferred the option of using peer-to-peer sharing services like BitTorrent to improve the speed and reliability of the download; as a result, Wolfire added the option to download the games through BitTorrent, hoping to entice more people to acquire the game legitimately.[74]
Software "counterfeits"
Several games in the Humble Indie Bundles have been released as
Abuse
The Humble Indie Bundle 4 overlapped with a large holiday sale on the Steam software service, which offered numerous prizes by completing some achievements associated with the offered games in Steam, including entries into a raffle to win every game on the Steam service. During this overlap, Humble Bundle found that some users were abusing the system, paying the minimum amount ($0.01) for the Bundle, registering new Steam accounts, and using the newly purchased games to improve their chances for the Steam raffle. Humble Bundle considered this "unfair to legitimate entrants" in the Steam contest, and to stop it, the company altered the sale so that only those who paid more than $1.00 would receive Steam keys for the games.[82][83]
In November 2013, Humble Bundle, Inc. implemented a system on redemption of bundles that, for Steam games, would not give the user the alphanumeric key but instead automatically redeemed the key within Steam through Steam account linking as a means to avoid abuse of the key system.[24] Despite this, Ed Key, one of the developers from Proteus which was featured in Humble Indie Bundle 8, has found by checking his game's key redemption logs that some third-party sites, like 7 Entertainment, have been offering keys to his and other games from other Humble Bundles for profit. The price these sites offer undercut the current price of such games on digital marketplaces and without reciprocating sales back to the developers or charity organizations. Such resales are against both Humble Bundle's and Steam's terms of service, and currently Humble Bundle, Inc. is working with affected developers to help stop this abuse.[84] 7 Entertainment has responded to these issues by changing its own terms of service to the marketplaces that use it to prevent and deal with these key sales.[85]
Criticism
Developer compensation
Alexander Zubov of
Prior to the Humble THQ Bundle sale, THQ had issued public statements of internal financial difficulties; Ben Kuchera of
Sale timing
Prior to the Humble Botanicula Debut, Botanicula was offered for pre-order through other websites but at full price, leading designers Amanita Design to apologize for the pricing disparity, offering those who pre-ordered a soundtrack, art book, and a copy of Machinarium.[90]
Linux port
In the Humble Indie Bundle V, the game LIMBO was provided for Linux as a CrossOver build. At the time, this was the first game in any Bundle to have a Wine based Linux version. As the quality and the nativeness of such Linux ports is debated,[91] the inclusion was criticized by some members of the Linux community. Also a petition was started to protest the inclusion of such as "non-native" described games in the Bundles.[92] A native version of LIMBO was finally released in 2014 and was made available to Humble Indie Bundle 5 purchasers.[93]
Games with DRM
Although Humble Bundle makes a point of offering games without DRM, the game Uplink in Humble Bundle for Android 3 was delivered with DRM copy-protection measures, both in the Android and the PC versions. A representative for Introversion stated on the forums that it was due to some leftover DRM code on the Android version.[94]
Kyle Orland of Ars Technica[95] and Ben Kuchera[87] were critical of the THQ Bundle's inclusion of games limited to Windows and containing DRM. Humble Bundle co-founder John Graham replied to these complaints, stating that the THQ bundle is one of several other experiments for the Humble Bundle project in 2012, and that they are still committed to future bundles featuring smaller and indie games that run on multiple platforms without DRM.[95]
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Further reading
- Machkovech, Sam (January 14, 2022). "Humble subscription service is dumping Mac, Linux access in 18 days". Ars Technica. Archived from the original on January 14, 2022. Retrieved January 14, 2022.