This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraiser, a live‑streaming marathon dubbed "Save Point." The concept emerged from a broader ambition to deepen the organization’s connection with the global gaming community, according to senior fundraising manager Fiona Baxter, who spoke to GamesIndustry.biz about the initiative. Baxter emphasizes that Save Point offers a new avenue for interaction with gamers, both through strategic partnerships and individual supporters. "Not everyone can commit to a marathon or a long‑distance run," she notes, "so an event like this is far more inclusive, allowing us to highlight the diverse ways people can contribute." The charity has teamed up with popular online creator and streamer TheKapFantastic, who previously helped raise more than £5,000 for Save the Children earlier in the year.
This collaboration is part of a larger strategy to forge lasting relationships with influencers in the gaming space beyond the immediate event. "Our goal is to reach a wider audience within this community, sharing the story of what we do and why it matters," Baxter says.
"If, after the event, we have a fresh cohort of gamers who are eager to partner with us again because of a positive experience, we’ll consider that a major win." Because Save Point marks the charity’s first foray into this type of fundraising, Baxter points out that there will be a steep learning curve. "The feedback we collect will be priceless, helping us design even larger and more impactful gaming events in the years to come," she adds. She also praises gamers and streamers as "the unsung heroes of fundraising," observing that the gaming world is setting a "new, innovative standard" for charitable support.
According to Baxter, there is a shared ethos among gamers—a love of narrative, imagination, and the escape that interactive play provides. By channeling that passion into real‑world change, the community demonstrates its capacity for meaningful impact. 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 seeks to shift public attention from traditional holiday gifts to the essential supplies that many children desperately need during the festive season—food, medicine, warm clothing, and safe shelter.
"Anything you can imagine can be delivered to your doorstep with a few clicks," Baxter remarks. "But for millions of children this Christmas, the items they’re hoping for aren’t toys or sweets; they’re life‑saving deliveries that protect their wellbeing and preserve their childhoods." 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, tips for engaging an audience, and best practices for maximizing donations. By merging the immersive world of gaming with charitable giving, Save the Children hopes to tap into a demographic that is both tech‑savvy and socially conscious.
The organization believes that the interactivity and community spirit inherent in gaming can translate into sustained support for its mission, turning virtual achievements into tangible outcomes for children in need. In addition to the live streams, the charity plans to feature special in‑game challenges, exclusive digital rewards, and collaborative events with other creators, all designed to keep viewers engaged and motivated to donate. Baxter highlights that these elements not only make the fundraiser entertaining but also educate participants about the realities faced by children worldwide. Looking ahead, Save the Children aims to build on the momentum generated by Save Point, exploring further partnerships with game developers, e‑sports teams, and platforms that can host large‑scale charity streams.
The ultimate vision is to create a recurring calendar of gaming‑centric fundraisers that become a staple of the charity’s annual fundraising portfolio. Through this innovative approach, Save the Children hopes to demonstrate that the power of play extends far beyond entertainment—it can be a catalyst for real, lasting change in the lives of the most vulnerable children around the globe.