This holiday season, Save the Children is set to debut its very first gaming‑focused fundraising campaign, dubbed "Save Point." The initiative blends video‑game play and live‑streamed charity events to rally support for vulnerable children during the festive period. Fiona Baxter, the organisation’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 that would let us interact with gamers and streamers on a level that feels natural for them," Baxter explained. "Traditional fundraisers like marathons are fantastic, but they aren’t accessible to everyone. By creating an event centred around gaming, we open the door for a whole new audience of supporters who might not otherwise take part in physical challenges." The event will be anchored by a partnership with popular online creator and Twitch streamer TheKapFantastic, who previously helped Save the Children raise more than £5,000 earlier in the year. Baxter emphasised that the charity hopes to forge lasting relationships with both individual influencers and the wider gaming ecosystem long after the two‑day fundraiser concludes.
"Our goal is to reach as many people as possible within this vibrant community and give them a clear picture of the work we do and why it matters," she said. "If, after the event, we have a fresh cohort of gamers who are eager to collaborate with us again, that will be a massive win." Because Save Point is a brand‑new format for the charity, Baxter highlighted the learning potential embedded in the venture. "We’re gathering data, feedback, and insights that will be essential for scaling up future gaming‑centric fundraisers.
Each lesson we learn now will help us design larger, more impactful events year after year," she noted. Baxter also praised gamers and streamers as the "unsung heroes of fundraising," pointing out that the gaming arena is setting a "new, innovative standard" for charitable support. She described the gaming community as a group of storytellers, dreamers, and explorers who thrive on imagination and escapism.
"When we channel that passion into real‑world change, we demonstrate just how powerful the collective can be," she added. Save Point forms part of the broader "The One Delivery That Matters" campaign, slated to launch in November 2026. The campaign aims to shift the holiday narrative for millions of children who, instead of receiving toys and sweets, are awaiting essential supplies such as nutritious food, medication, warm clothing, and safe shelter.
Baxter underscored this contrast, saying, "You can order virtually anything with a few clicks, but for many children this Christmas, the most valuable delivery isn’t a gadget or a game—it’s the basics that safeguard their health and future." The two‑day fundraiser is scheduled for December 5‑6, 2026. Participants will be able to sign up through a dedicated registration portal, where they will receive guidance on setting up their own livestreams, choosing donation mechanisms, and promoting the event to their followers. By streaming gameplay, engaging with chat, and encouraging viewers to donate, gamers can turn their hobby into a catalyst for life‑saving aid. In addition to the live streams, Save the Children plans to host a series of ancillary activities throughout the event window.
These may include charity‑focused gaming tournaments, collaborative speed‑run challenges, and Q&A sessions with field workers who can share stories from the front lines of humanitarian aid. Such components are designed to deepen audience understanding of the crisis faced by children in conflict‑affected and disaster‑prone regions, thereby fostering a more personal connection between donors and beneficiaries. The charity also intends to leverage the event’s digital footprint to amplify its message beyond the immediate gaming audience.
By partnering with gaming platforms, e‑sports leagues, and popular content creators, Save Point will generate cross‑promotional content that can be shared across social media, newsletters, and partner websites. This multi‑channel approach aims to maximise reach and ensure that the call for essential deliveries resonates with a broad spectrum of internet users. Baxter expressed optimism that the event will not only raise funds but also inspire a cultural shift within the gaming sector.
"When gamers see that their community can mobilise resources at scale, it sets a precedent for future collaborations between charities and digital entertainment. We’re excited to be at the forefront of that movement," she said. Overall, Save Point represents a strategic experiment for Save the Children, merging the immersive world of gaming with the urgent need for humanitarian aid. By tapping into the enthusiasm, creativity, and generosity of gamers, the charity hopes to deliver life‑saving supplies to children who need them most, while simultaneously showcasing the transformative potential of play‑based philanthropy.
To join the cause, interested participants can register their interest via the provided link, after which they will receive detailed instructions on how to set up a fundraising livestream and start engaging their audience in support of the mission.