This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraising campaign, dubbed "Save Point." The initiative blends live streaming, competitive play, and community engagement to raise money for children in need during the critical Christmas period. 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 ties with the gaming world. "We wanted a way to connect with gamers and streamers in a manner that feels natural for them, not just a one‑off donation ask," she explained.
"Save Point gives us a platform to partner with creators and also to invite individual supporters to take part in something that feels accessible and fun. Not everyone can sign up for a marathon or a long‑distance bike ride, but almost anyone can sit down at a computer or console and play a game while raising funds for a good cause." The charity has teamed up with popular online personality and streamer TheKapFantastic, who previously helped raise more than £5,000 for Save the Children earlier this year through his own channel.
Baxter emphasized that this collaboration is just the beginning of a longer‑term strategy to nurture relationships with the gaming community. "If we can show gamers and their audiences the impact of their contributions, we hope they’ll keep coming back for future events," she said.
"Our definition of success isn’t just the amount of money raised on the night; it’s also about building a new cohort of supporters who feel a genuine connection to our mission and are eager to game for us again." Because this is Save the Children’s first foray into a gaming‑centric fundraiser, the team is treating the event as a learning laboratory. "We’ll be gathering feedback from participants, viewers, and partners to understand what worked and what didn’t," Baxter noted. "That insight will be crucial as we plan larger, more ambitious gaming events in the years to come." Baxter also highlighted the often‑overlooked role that gamers and streamers play in the charitable ecosystem, calling them "the unsung heroes of fundraising." She pointed out that the gaming sector is beginning to set a "new, innovative standard" for how charitable causes can be supported.
"Gamers are storytellers at heart," she said. "We love immersive narratives, imaginative worlds, and the sense of escape that play provides.
When we channel that passion into real‑world impact, we demonstrate just how powerful that community can be." Save Point is a key component of Save the Children’s broader "The One Delivery That Matters" campaign, which launches in November 2026. The campaign seeks to shift public attention from traditional holiday gifts to the essential supplies that many children will be waiting for this season—food, medicine, warm clothing, and safe shelter. "Think about how easy it is to order anything with a few taps on a screen," Baxter remarked. "For millions of children, the things they need most this Christmas aren’t toys or sweets; they’re life‑saving deliveries that protect their health and their future." The event itself is scheduled for the weekend of December 5‑6, 2026.
During those two days, participating streamers will host live gaming sessions, challenges, and charity auctions, all linked to a central donation hub. Viewers will be able to contribute directly through integrated donation buttons, and many will have the chance to win exclusive in‑game items or personalized shout‑outs as a thank‑you for their generosity. To join the movement, gamers and creators can register their interest via the Save Point sign‑up page.
Once registered, participants will receive a toolkit that includes branding assets, suggested fundraising goals, and technical guidance on setting up a livestream that complies with both platform policies and the charity’s standards. The toolkit also offers tips on storytelling techniques—how to weave the narrative of children’s needs into the gaming experience—to maximize emotional engagement and encourage higher donation levels. Beyond the immediate fundraising goal, Save Point aims to foster a lasting community of gaming‑driven philanthropists. Baxter envisions a future where seasonal gaming marathons become a staple of the charity’s calendar, complementing traditional events like runs and galas.
"We want to create a virtuous cycle," she said. "Gamers raise funds, we channel those resources to children in crisis, and the stories of impact inspire more gamers to get involved. Over time, that could reshape how the sector thinks about charitable giving altogether." In summary, Save the Children’s Save Point initiative represents a strategic pivot toward a demographic that is both digitally native and increasingly socially conscious.
By leveraging the interactive nature of games and the reach of live streaming, the charity hopes to tap into a new reservoir of support that is both enthusiastic and sustainable. As the event approaches, the organization encourages anyone with an interest in gaming, streaming, or simply making a difference to sign up, spread the word, and help ensure that, this Christmas, the most vulnerable children receive the essential deliveries that truly matter.