This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraising campaign, dubbed Save Point. The initiative merges live‑streamed gameplay with a charitable appeal, inviting gamers, streamers, and their audiences to rally behind the organization’s mission during the festive period.
Fiona Baxter, Save the Children’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 the gaming world. "We wanted a way to reach the gaming community in a manner that felt natural to them," Baxter explained. "Traditional charity events like marathons are fantastic, but they aren’t accessible to everyone.
By creating a gaming‑centric fundraiser, we open the door for a whole new segment of supporters who might not otherwise engage with charitable activities." Baxter emphasized that Save Point serves a dual purpose: it creates partnership opportunities with established content creators while also empowering individual gamers to contribute. "Whether you’re a professional streamer with a massive following or a casual player who loves to share their gameplay with friends, there’s a place for you in this event," she said. "The goal is to showcase the diverse ways people can support our cause, beyond the usual physical‑activity‑based challenges." The charity has teamed up with popular online creator and streamer TheKapFantastic, who previously helped raise more than £5,000 for Save the Children earlier in the year. This collaboration is intended to illustrate how influencer partnerships can amplify fundraising outcomes while also providing authentic, relatable content for viewers.
Looking beyond the two‑day event, Baxter expressed a strong desire to maintain and expand these new relationships. "If we can turn the connections we make now into ongoing collaborations, the impact could be significant," she noted. "Imagine a network of gamers who regularly spotlight our work, share updates about the children we help, and encourage their audiences to get involved. That would be a massive win for us." She also highlighted the learning curve associated with launching a first‑time gaming fundraiser.
"Because this is our inaugural attempt at a gaming‑driven campaign, the feedback we receive will be crucial," Baxter said. "We’ll be analyzing viewer engagement, donation patterns, and the overall experience to refine future events. Our aim is to scale up each year, delivering ever‑larger, more polished experiences for both the gaming community and the children we serve." Describing gamers and streamers as "the unsung heroes of fundraising," Baxter praised the sector for setting "a new, innovative standard" in charitable support. She pointed out that many gamers share a love for storytelling, imagination, and immersive worlds, which can be harnessed for real‑world impact.
"When we channel that passion into tangible aid—whether it’s food, medicine, or safe shelter—we demonstrate the extraordinary power of the gaming community to drive lasting change," she said. Save Point is a centerpiece of Save the Children’s broader campaign, "The One Delivery That Matters," which launches in November 2026.
The campaign seeks to shift public focus from material gifts to essential deliveries that children in crisis desperately need during the holiday season. Baxter illustrated this shift by noting, "In the digital age, you can order almost anything with a tap, but for millions of children this Christmas, the most vital deliveries are not toys—they’re life‑saving supplies." The 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 their audience, and resources to help maximize donation totals. The platform will also provide tools for tracking progress in real time, allowing streamers to celebrate milestones and thank supporters instantly.
Beyond the immediate fundraising goal, Save Point aims to foster a lasting sense of community among gamers who care about humanitarian causes. By integrating charitable messaging into the fabric of gaming culture, the charity hopes to inspire a new generation of philanthropically minded players. Baxter concluded with optimism: "If we walk away from this event with a fresh crew of gaming allies who are eager to partner with us again, we’ll consider it a resounding success.
The more we can embed our mission into the daily lives of gamers, the greater the impact we’ll have on children’s lives worldwide."