This holiday season, Save the Children is set to roll out its very first gaming‑centric and livestream‑driven fundraising campaign, titled Save Point. The initiative is designed to tap into the enthusiasm of gamers and online audiences, turning playtime into a powerful vehicle for social good. Fiona Baxter, the charity’s senior fundraising manager, shared with GamesIndustry.biz that Save Point emerged from a broader ambition to deepen the organization’s connection with the gaming community. “We wanted a way to interact with gamers that felt natural for them, whether they’re partnering with us as brands or joining as individual supporters,” Baxter explained.
“Not everyone can sign up for a marathon or a long‑distance bike ride, so a gaming event offers a more inclusive, accessible avenue for people to contribute while doing something they love.” 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 influencers, developers, and everyday players. “Our hope is to reach a wider slice of the gaming world with information about the vital work we do and why it matters,” she said.
“If, after this event, we have a fresh cohort of gamers who feel inspired to support 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 project. “This is our first foray into a gaming‑focused fundraiser, so the insights we gather—from technical logistics to audience engagement—will be priceless.
They’ll help us refine and scale up future events, making each one bigger and more impactful than the last.” Baxter also praised gamers and streamers as the "unsung heroes of fundraising," noting that the gaming arena is "setting a new, innovative standard" for charitable support. She elaborated, “There’s a shared culture among game‑lovers: we cherish stories, imagination, and the chance to escape into new worlds through play. When we channel that passion toward real‑world change, we demonstrate just how influential the gaming community can be.” Save Point forms part of Save the Children’s broader campaign, "The One Delivery That Matters," which launches in November 2026. The campaign aims to shift public focus from traditional holiday gifts to the essential supplies that many children desperately need during the festive period—food, medicine, warm clothing, and safe shelter.
Baxter underscored this point, saying, “In today’s digital age, almost anything can be ordered with a tap on a screen and delivered to your doorstep. For millions of children this Christmas, however, it isn’t toys they’re awaiting—it’s the life‑saving deliveries that will protect their childhoods.” The Save Point event is scheduled for December 5‑6, 2026. Participants can sign up through a dedicated registration portal, where they will receive guidance on setting up their own fundraising livestreams, choosing donation platforms, and promoting their streams to maximize reach.
The charity plans to provide promotional assets, tips on audience interaction, and technical support to ensure each streamer can focus on gameplay while the fundraising mechanics run smoothly. Beyond the immediate fundraising goal, Save Point is intended to foster a lasting community of gaming advocates for the charity.
Baxter envisions a future where regular gaming marathons, e‑sport tournaments, and collaborative streams become staple components of Save the Children’s fundraising mix. “We’re looking at building a sustainable pipeline of gaming‑based support,” she said.
“That means nurturing relationships with developers who might embed charitable triggers into games, working with e‑sport leagues to allocate a portion of prize pools, and encouraging everyday gamers to host mini‑events in their own circles.” The charity also plans to leverage the data and feedback collected during Save Point to fine‑tune its approach. Metrics such as average donation per viewer, peak donation times, and audience demographics will inform future campaign designs.
Additionally, qualitative feedback from participants will help identify barriers—technical or motivational—that could be addressed in subsequent iterations. In summary, Save Point represents a strategic pivot for Save the Children, embracing the digital entertainment landscape to reach new donors and raise awareness in a format that resonates with younger, tech‑savvy audiences. By aligning the universal appeal of gaming with the urgent needs of children worldwide, the organization hopes to demonstrate that play can be a catalyst for profound, lasting impact. Those interested in joining the movement can register their interest via the provided link, where they will receive detailed instructions on how to set up a fundraising livestream, promotional resources, and ongoing support from the Save the Children team throughout the event.