This holiday season, Save the Children is set to debut its very first gaming‑focused fundraising campaign, titled Save Point. The initiative merges the excitement of video games with live‑streamed charity drives, aiming to tap into the vibrant online gaming community and generate vital support for children in need.
Fiona Baxter, the organization’s senior fundraising manager, shared with GamesIndustry.biz that the concept for Save Point emerged from a broader ambition to deepen the charity’s connection with gamers. "Save Point was born out of a wider desire to engage more with the gaming community," she explained. "We wanted a platform that would allow us to interact with both partners and individual supporters in a way that feels natural to them.
Not everyone can run a marathon or climb a mountain, but a gaming marathon is far more accessible and showcases how a different kind of supporter can make a tangible impact." The event is being powered in partnership with popular online content creator and streamer TheKapFantastic, who previously helped raise over £5,000 for Save the Children earlier this year through a dedicated charity stream. This collaboration underscores the growing trend of influencers leveraging their audiences for social good.
Baxter emphasized that Save Point is just the beginning of a longer‑term strategy to nurture relationships with gamers, streamers, and the wider digital entertainment ecosystem. "It would be incredible to reach more people in this community with information about the work we do and why it matters," she said. "I’ll consider the event a massive success if we walk away with a fresh crew of supporters who want to game for us again because of the experience they had." Because this is the charity’s first foray into a gaming‑centric fundraiser, there is a strong emphasis on learning and iteration.
"There are also a lot of learning opportunities in this event. This is our first time doing this type of fundraiser, so the feedback we get will be invaluable and help us shape bigger and better gaming events year‑on‑year," Baxter noted. The insights gathered will inform future campaigns, potentially expanding the scope to include e‑sports tournaments, collaborative game development projects, and cross‑platform donation mechanisms. Baxter described gamers and streamers as the "unsung heroes of fundraising," highlighting how the gaming world is "setting a new, innovative standard" for charitable support.
She pointed out that many gamers share a love for storytelling, imagination, and escapism, which can be redirected toward real‑world impact. "There is an understanding among game‑lovers that we are a group of people who love stories, imagination and escaping to new worlds through the power of play. By turning our love of gaming into a force for real‑world, lasting change, we're demonstrating just how powerful and impactful the gaming community can be," she added.
Save Point forms part of Save the Children’s broader campaign, "The One Delivery That Matters," slated to launch in November 2026. This campaign seeks to shift the focus of the holiday season from material gifts to essential deliveries that can truly change a child's life.
While many children anticipate toys and sweets, millions of youngsters will be hoping for life‑saving provisions such as nutritious food, essential medicines, warm clothing, and a safe place to sleep. "Absolutely anything you could think of can be delivered right to your door at the tap of a screen," Baxter observed.
"But for millions of children this Christmas, it’s not toys or treats they’re waiting for – it's the deliveries that will save lives and protect childhoods." The Save Point event is scheduled for December 5‑6, 2026. Participants can sign up through a dedicated registration portal, where they will receive guidance on setting up a fundraising livestream, tips for engaging viewers, and resources to maximize donation totals. The charity hopes that by providing a clear, user‑friendly framework, even newcomers to streaming can join the cause and contribute to the collective goal.
Beyond the immediate fundraising target, Save Point aims to build a lasting community of gaming philanthropists. By showcasing success stories, offering recognition badges, and creating a leaderboard that highlights top contributors, the charity intends to foster a sense of camaraderie and friendly competition.
This approach mirrors popular gaming mechanics, encouraging participants to strive for higher impact while enjoying the process. In addition to the live streams, Save the Children plans to produce a series of short documentary‑style videos that capture the behind‑the‑scenes preparation, highlight personal stories of children who benefit from the deliveries, and feature testimonials from participating gamers. These pieces will be distributed across social media platforms, reinforcing the narrative that digital play can translate into concrete humanitarian outcomes. Overall, Save Point represents a pioneering step for Save the Children, marrying the digital culture of gaming with the timeless mission of protecting and nurturing vulnerable children.
By tapping into the enthusiasm, creativity, and generosity of the gaming community, the charity hopes to deliver not only essential supplies this Christmas but also a new model for future charitable collaborations in the digital age.