This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraising initiative, a live‑streamed event dubbed "Save Point." The concept was conceived as a way to deepen the charity’s connection with the vibrant world of video games and its enthusiastic community of players, streamers, and fans. Fiona Baxter, the senior fundraising manager at Save the Children, shared with GamesIndustry.biz that the idea for Save Point emerged from a broader ambition to interact more meaningfully with gamers. "We wanted to create a platform where the gaming community could rally around a cause that matters to them, both through brand partnerships and individual participation," she explained. "Not everyone has the stamina or time to train for a marathon, but a gaming marathon is far more inclusive and allows us to showcase how a different kind of supporter can make a real impact." To bring the event to life, 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 this year.
Baxter emphasized that the partnership is just the beginning of a longer‑term strategy to cultivate relationships with gamers and content creators beyond the two‑day fundraiser. "If we can reach a wider audience within this community and educate them about the vital work we do, that would be a massive win," she said. "Success for us will look like a new cohort of gaming supporters who, after experiencing Save Point, want to keep collaborating with us in future campaigns." The event also serves as a learning laboratory for the charity. "Because this is our first foray into a gaming‑centric fundraiser, the insights we gather—from viewer engagement to donation mechanics—will be priceless," Baxter noted.
"Those lessons will help us design even larger and more sophisticated gaming events year after year." Baxter praised gamers and streamers as "the unsung heroes of fundraising," pointing out that the gaming sector is "setting a new, innovative standard" for charitable support. She highlighted the shared values that bind the gaming community: a love of storytelling, imagination, and escapism through play. "When we channel that passion into tangible, real‑world change, we demonstrate just how powerful the gaming community can be," she added. Save Point is a key component of Save the Children’s broader "The One Delivery That Matters" campaign, slated to launch in November 2026.
The campaign aims to shift the focus of the festive season from traditional gifts to essential supplies that children in need rely on during the holidays—such as nutritious food, life‑saving medicine, warm clothing, and safe shelter. Baxter underscored this shift, saying, "In the digital age, we can have almost anything delivered to our door with a tap, but for millions of children this Christmas, the most critical deliveries aren’t toys or sweets—they're the basics that safeguard their health and future." Scheduled for December 5‑6, 2026, Save Point invites participants to register their interest and receive guidance on setting up a fundraising livestream. The event will feature a blend of live gameplay, charity auctions, interactive challenges, and guest appearances from prominent figures in the gaming world.
Viewers will be able to donate directly through integrated streaming platforms, with real‑time donation tallies displayed on screen to encourage friendly competition among streamers. Beyond the immediate fundraising goal, Save Point seeks to foster a lasting sense of community among gamers who are motivated by purpose as well as play.
By highlighting stories of children whose lives are transformed by the deliveries funded through the campaign, the event aims to create an emotional bridge between the virtual worlds gamers inhabit and the real‑world challenges faced by vulnerable children. The initiative also aligns with a growing trend of socially responsible gaming, where developers and publishers embed charitable components into games themselves—whether through in‑game purchases that trigger donations or special events that unlock exclusive content for contributors.
Save the Children hopes to leverage these emerging models, exploring collaborations with game studios to embed fundraising mechanics directly into popular titles. In summary, Save Point represents a strategic pivot for Save the Children, embracing the digital frontier to broaden its donor base and innovate its fundraising toolkit. By tapping into the passion, creativity, and reach of the gaming community, the charity aims to deliver life‑changing aid to children who need it most, turning a season of celebration into a season of salvation.