Humble Bundle partners with various charities by selling bundles of video games, books, and software.
01 — Project details
When leadership sought new strategies to increase Humble Choice's monthly gaming subscription sign-ups, I proposed localization, drawing on my experience in the video game industry. Prior to this, we only used English and served audiences with English-speaking populations.
02 — The process
We started by gathering requirements, identifying target regions (German, French, Italian, and Spanish), collaborating with internal stakeholders from content, engineering, and product teams, and assessing external translation vendors.
03 — What I did
I managed the timeline and delivery for the initial German launch, and when that went well, we moved on to French, Italian, and Spanish—covering EMEA and South American markets.
My responsibilities included overseeing translation with our vendor, CMS development, working with quality assurance on bug fixes, communicating with customers, and coordinating releases. From there, I developed a robust international digital marketing plan, including creating custom audiences, crafting localized ads, and collaborating with international influencers to expand awareness.
Following the successful launch, we extended the framework to include Russian and Simplified Chinese, adapting for unique character sets, market contexts, and SEO requirements.
+100K
New Users
+22%
Impressions
+15%
Engagement
04 — Results
This project launched on schedule and expanded our addressable customer base by over 100,000 new users in the following months. My team even won an internal award for it!
