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‑streamed gameplay with charitable giving, offering a novel way for supporters to contribute while enjoying the interactive world of video games. 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 the gaming community.
"We wanted a platform where we could engage gamers not just as donors but as partners," Baxter explained. "Traditional fundraisers like marathons are fantastic, but they’re not accessible to everyone.
A gaming marathon can be joined from a living room, a bedroom, or a dorm, making participation far more inclusive." The event will be anchored by a collaboration with popular online creator and streamer TheKapFantastic, who previously helped raise more than £5,000 for Save the Children earlier in the year. Baxter emphasized that the partnership is just the beginning of a longer‑term strategy to nurture relationships with both individual influencers and the broader gaming audience. "Our goal is to reach deeper into the gaming ecosystem and educate players about the vital work we do," she said.
"If, after the event, we have a fresh cohort of gamers who feel inspired to support us again—whether by streaming, donating, or simply spreading the word—that will be a massive win for us." Because Save Point is a first‑time venture for the charity, Baxter highlighted the importance of learning from the experience. "We’ll be gathering feedback from participants, viewers, and partners to refine our approach.
This data will be crucial for scaling up future gaming‑centric fundraisers and delivering even larger impacts year after year," she noted. Baxter also praised gamers and streamers as "the unsung heroes of fundraising," pointing out that the gaming sector is "setting a new, innovative standard" for how charitable causes can be championed. She described the gaming audience as a community united by a love of storytelling, imagination, and the escapism that interactive media provides. "When we channel that passion into real‑world change, we demonstrate the incredible power of the gaming community," Baxter said.
"It’s not just about entertainment; it’s about leveraging that enthusiasm to deliver tangible benefits to children in need." Save Point is a key component of Save the Children’s broader campaign, "The One Delivery That Matters," slated to launch in November 2026. The campaign aims to shift public focus from material gifts to essential supplies—such as food, medicine, warm clothing, and safe shelter—that millions of children will be relying on during the festive period. "In the digital age, we can order almost anything with a tap of a screen," Baxter remarked.
"But for countless children this Christmas, the most urgent deliveries aren’t toys or sweets—they’re life‑saving essentials that protect their health and future." The two‑day event is scheduled for December 5‑6, 2026. Participants can sign up through a dedicated registration link, which will also provide guidance on setting up a fundraising livestream, choosing donation platforms, and promoting the event to their own audiences.
During the livestreams, gamers will showcase a variety of titles—ranging from indie adventures to blockbuster multiplayer experiences—while encouraging viewers to donate. Interactive features such as donation milestones, on‑screen alerts, and real‑time challenges will keep the audience engaged and highlight the direct impact of each contribution. In addition to the live streams, Save the Children plans to produce behind‑the‑scenes content, including interviews with beneficiaries, updates on how the raised funds are being allocated, and stories that illustrate the difference that timely deliveries can make for children facing hardship. By integrating entertainment with advocacy, Save Point seeks to create a sustainable model where gaming culture and philanthropy reinforce each other.
Baxter envisions a future where similar events become a regular fixture in the charity’s calendar, each one building on the lessons learned from the previous iteration. "If we can prove that a gaming marathon can raise significant funds and awareness, we’ll have opened the door for countless other organizations to explore this avenue," she concluded. "The potential is immense, and we’re excited to see where this journey takes us and the children we serve."