This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraising campaign, dubbed "Save Point." The initiative merges the excitement of video games with the power of live streaming to generate support for children in need during the most vulnerable time of the year. Fiona Baxter, the organization’s senior fundraising manager, shared with GamesIndustry.biz that the concept of Save Point emerged from a broader ambition to deepen the charity’s connection with the gaming community. "We wanted a way to reach gamers and streamers in a format that feels natural to them," Baxter explained. "Traditional fundraising 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 can contribute in a way that aligns with their passions." According to Baxter, Save Point serves a dual purpose: it provides a platform for brand‑level partnerships with gaming companies, and it also invites individual creators and their audiences to take part. "It’s about building bridges," she said.
"We’re inviting both large studios and solo streamers to join forces with us, offering them a chance to showcase how their influence can translate into tangible aid for children worldwide." The charity has already secured a collaboration with popular online content creator and Twitch personality TheKapFantastic, who previously helped raise more than £5,000 for Save the Children earlier in the year. This partnership illustrates the kind of synergy the organization hopes to replicate across the sector.
Baxter emphasized that the goal extends beyond a single event; she envisions a sustained network of gamers and streamers who continue to champion the cause long after the livestream ends. "If we can turn participants into long‑term advocates, that would be a massive win," she noted. "Imagine a community that repeatedly chooses to game for charity because they’ve experienced the impact firsthand." The event is also a learning laboratory for the charity.
"This is our first foray into a gaming‑driven fundraiser, so every piece of feedback will be crucial," Baxter said. "We’ll be analyzing viewership data, donation patterns, and participant experiences to refine future campaigns.
Our aim is to scale up year after year, making each edition bigger, more engaging, and more effective." Baxter described gamers and streamers as the "unsung heroes of fundraising," highlighting how the gaming world is pioneering innovative approaches to philanthropy. She pointed out that many gamers share a love for storytelling, imagination, and immersive worlds, and that this shared culture can be harnessed for real‑world impact.
"When we channel that enthusiasm into charitable action, we demonstrate just how powerful the gaming community can be," she said. Save Point is a centerpiece of Save the Children’s broader "The One Delivery That Matters" campaign, which launches in November 2026. The campaign seeks to shift the public’s focus from material gifts to essential supplies for children in crisis.
Baxter explained that for millions of youngsters this Christmas, the most valuable deliveries will be food, medicine, warm clothing, and safe shelter—not toys or candy. "In a digital age, we can order almost anything with a click," she remarked.
"But for these children, the most critical items are the basics that keep them alive and healthy." The fundraiser is scheduled for December 5‑6, 2026. Participants will be able to sign up via a dedicated registration portal, where they will receive guidance on setting up their own fundraising livestreams, tips for engaging audiences, and resources to maximize donation yields. The charity encourages a wide range of involvement, from casual gamers hosting short streams to professional e‑sports teams organizing marathon gaming sessions. By blending the interactive nature of gaming with the immediacy of live streaming, Save Point aims to create a vibrant, participatory experience that resonates with a demographic that often feels underserved by traditional charity models.
Baxter believes that this approach not only raises funds but also educates viewers about the challenges children face worldwide. "When viewers see a favorite streamer championing a cause, it personalizes the issue and makes it more relatable," she said. "That emotional connection can translate into lasting support." Looking ahead, Save the Children hopes that Save Point will become an annual fixture on the charity calendar, evolving alongside the rapidly changing gaming landscape. The organization plans to explore collaborations with game developers for in‑game charity events, integrate donation mechanics directly into popular platforms, and expand outreach to emerging markets where gaming culture is flourishing.
In summary, Save Point represents a strategic pivot for Save the Children, leveraging the enthusiasm, creativity, and community spirit of gamers to deliver life‑saving aid to children in need during the holiday season. By offering an accessible, entertaining, and purpose‑driven alternative to conventional fundraisers, the charity aims to broaden its donor base, foster enduring relationships within the gaming ecosystem, and ultimately deliver the essential supplies that countless children are awaiting this Christmas.