This holiday season, Save the Children is set to debut its first ever gaming‑focused fundraising campaign, branded Save Point. The initiative blends live streaming, interactive play and charitable giving into a single, accessible event designed to draw in a broader segment of supporters. Fiona Baxter, the organisation’s senior fundraising manager, shared with GamesIndustry.biz that the concept for Save Point emerged from a growing ambition to deepen the charity’s connection with the gaming community. “We wanted a way to reach gamers not just as occasional donors but as active participants in our mission,” she explained.
“Many people can’t commit to running a marathon or climbing a mountain, but a gaming marathon is something anyone with a console or PC can join, making the experience far more inclusive.” The event will feature a partnership with popular online creator and streamer TheKapFantastic, who has already demonstrated a knack for rallying his audience for good causes, having raised more than £5,000 for Save the Children earlier in the year. Baxter emphasised that the collaboration is just the beginning of a longer‑term strategy to forge lasting relationships with gamers, influencers and their followers.
"If we can introduce more people in this vibrant community to the work we do and why it matters, we’ll have taken a major step forward," she said. "Our definition of success isn’t just the amount of money raised on the day – it’s also about building a new crew of supporters who will keep gaming for us, returning season after season because they’ve had a positive experience with the charity." Because Save Point is a brand‑new format for the organisation, Baxter highlighted the learning potential embedded in the event. "This is our first foray into a gaming‑driven fundraiser, so the insights we collect—from viewer engagement metrics to donor conversion rates—will be invaluable. They’ll help us refine and scale up future gaming events, making each one bigger and more impactful than the last," she noted.
Baxter also praised gamers and streamers as the "unsung heroes of fundraising," pointing out that the gaming world is beginning to set a "new, innovative standard" for how charitable causes can be supported. She described the gaming audience as a group united by a love of narrative, imagination and the escapism that interactive media provides.
"When we channel that passion into tangible, real‑world change, we illustrate just how powerful the gaming community can be," she said. Save Point is a key pillar of Save the Children’s broader campaign, "The One Delivery That Matters," slated to launch in November 2026.
The campaign seeks to shift public attention from traditional holiday gifts toward the essential supplies that many children will need this Christmas—food, medicine, warm clothing and safe shelter. Baxter underscored the stark contrast between the usual festive expectations and the urgent necessities awaiting millions of youngsters.
"Anything you can order online can be delivered with a tap of a screen," she remarked. "But for countless children this season, the items they’re hoping for aren’t toys or sweets—they’re life‑saving deliveries that protect their health and their childhoods." The Save Point fundraiser is scheduled for December 5‑6, 2026.
Participants can sign up through a dedicated registration page, where they will receive guidance on setting up their own fundraising livestreams, tips for engaging audiences, and resources to track donations in real time. By combining the excitement of live gameplay with a clear charitable purpose, the event aims to inspire both seasoned gamers and newcomers to contribute to a cause that resonates far beyond the virtual realm. In addition to the live streams, the charity plans to incorporate interactive challenges, leaderboards, and exclusive in‑game rewards that unlock as donation milestones are reached. These gamified elements are intended to sustain viewer interest throughout the two‑day window, encouraging continuous giving and fostering a sense of community among participants.
Looking ahead, Baxter expressed optimism that Save Point will serve as a blueprint for future collaborations between the nonprofit sector and the rapidly expanding gaming industry. "The potential for cross‑sector partnerships is enormous," she concluded. "When we align the storytelling power of games with the compassion of charitable work, we create a compelling narrative that motivates people to act, and that’s a win‑win for everyone involved."