GREEN MAN ON A MISSION


A New Game Plan: How Purpose and Profit Can Power Gaming


By Paul Sulyok, CEO of Green Man Gaming


storefronts are crammed with thousands of new titles every year. At the same time, the financial landscape has shifted; the era of cheap capital is firmly behind us. For developers and publishers, the challenge is clear: how do we make gaming both economically sustainable and socially responsible in this tougher environment? One answer is hiding in plain sight, charity bundles. Done right, they are more than than fundraising tools for charities. They can be a new pillar of the industry and can extend the life of games, boost retailers, and prove that commercial success can align with purpose.


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EXTENDING THE LIFE OF GAMES Every year, great titles vanish from view within weeks of launch. Marketing budgets are spent, attention moves elsewhere, and a game that once had potential ends up buried in overcrowded online stores. Charity bundles give these games a second chance. Bundles revive discovery, reintroduce hidden gems, and unlock incremental revenue long after the hype has faded. This approach also helps diversify what players see and play. Not every developer can compete with blockbuster franchises or subscription giants. Bundles allow mid-sized and independent studios to place their work in front of global audiences who may never have encountered it otherwise. For developers and publishers it is a way to keep their back catalogues alive.


52 | MCV/DEVELOP December/January 2026


he games industry is under pressure. Development costs are rising, player expectations are higher than ever, and


CREATING VALUE FOR RETAILERS Retailers, too, benefit from bundles. They refresh offerings, generate excitement, and give platforms a point of difference beyond endless discounting. Instead of yet another seasonal sale, bundles create moments of energy where players come together to buy something that feels different. We have seen first-hand how offering partners


new routes to market increases both visibility and revenue. Bundles are the logical extension of that thinking; they attract new traffic and build new relationships between players, retailers, and developers. At a time when the digital marketplace risks stagnation, bundles are a proven way to inject life.


FUELLING REAL-WORLD IMPACT The charitable dimension is, naturally, very powerful. Bundles have raised millions for causes worldwide, from disaster relief to medical research. They show that the passion of gaming communities can translate into meaningful, measurable outcomes. This is not abstract corporate social responsibility, it is money in the hands of charities that need it.


Buying a bundle does not just feel like a bargain; it feels like participation.


PUTTING PLAYERS AT THE CENTRE For gamers, the benefits are immediate. Bundles are not only affordable, but also carry the satisfaction of a good deed. They often become social experiences too. Players recommend bundles to friends and share hidden gems. This sense of community-driven value is what sets bundles apart from standard promotions


or subscription models. A discount ends when the sale is over. A subscription ends when you cancel it. A charity bundle, on the other hand, leaves a small legacy for each gamer; they walk away with new titles to play, and the knowledge that their purchase had an impact.


BUILDING FOR THE LONG TERM If bundles are to fulfil their potential, transparency and trust are essential. Clear pricing across territories, instant key delivery, and openness about charitable allocations should be the rule, not the exception. Gamers reward honesty. The bundles that thrive will be those built on clarity and fairness. Looking ahead, there is no reason to keep bundles local. Developers, players, and causes are global by nature. A cross- border approach can bring fresh energy into the industry, while giving worthy charities a platform that spans continents.


A WIN-WIN WORTH SEIZING At a time when the industry has faced a series of setbacks, charity bundles are more than a bright idea; they are a practical tool for resilience. They extend the commercial life of games, energise stores, mobilise communities, and prove that profit and purpose can move in the same direction.


For developers and publishers, they are a chance to unlock new value. For retailers, they create differentiation and momentum. For charities, they provide vital funding. For gamers, they turn a purchase into something bigger. In short, charity bundles offer gaming the win-win it deserves.


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