This holiday season, Save the Children is set to debut its very first gaming‑focused fundraising campaign, titled Save Point. The initiative merges the excitement of video games with the reach of live streaming to generate support for children in need during the festive period. 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 gamers, streamers, and their audiences could rally around a cause in a way that feels natural to them," Baxter explained. "Not everyone can sign up for a marathon or a long‑distance bike ride, but virtually anyone can sit at a computer or console and contribute in real time." According to Baxter, Save Point offers a dual‑pathway for involvement: partnerships with established gaming brands and direct participation from individual supporters. "By creating an event that is both accessible and engaging, we can showcase the diverse ways people can help," she said. "Whether you’re a professional streamer with a large following or a casual player who loves a good challenge, there’s a role for you in this fundraiser." The charity has teamed up with popular online content creator and streamer TheKapFantastic, who previously raised more than £5,000 for Save the Children earlier in the year.
This collaboration illustrates the potential of influencer‑driven campaigns to mobilise audiences quickly and effectively. Baxter emphasized that the partnership is just the beginning: "We aim to nurture ongoing relationships with gamers and streamers long after the event ends. Our hope is that this experience sparks a lasting interest in supporting our work, turning one‑off participants into regular champions for the cause." Baxter highlighted the strategic importance of reaching the gaming demographic, noting that the sector is increasingly recognized as a powerful fundraising engine.
"The gaming community is passionate, creative, and highly networked. When we tap into that energy, we’re not just raising money; we’re raising awareness about the challenges children face worldwide," she said. "If we walk away from Save Point with a new crew of supporters who want to game for us again, we’ll consider that a massive win." Because this is Save the Children’s first foray into a gaming‑centric fundraiser, the organization anticipates a steep learning curve.
"We expect to gather valuable feedback on everything from platform choice to donation mechanics," Baxter remarked. "That insight will help us refine and scale future events, making each successive campaign bigger, better, and more impactful." Baxter described gamers and streamers as "the unsung heroes of fundraising," praising the sector for setting "a new, innovative standard" in charitable support. She pointed out that many gamers share a love for storytelling, imagination, and escapism, qualities that can be harnessed for real‑world change. "When we channel that passion into tangible outcomes—like delivering food, medicine, warm clothing, and safe shelter—we demonstrate just how potent the gaming community can be when it aligns play with purpose," she added.
Save Point is a component of the broader "The One Delivery That Matters" campaign, slated to launch in November 2026. The campaign seeks to shift the narrative of Christmas gifting for millions of children who, instead of receiving toys, are awaiting essential supplies that can sustain life and protect their wellbeing.
Baxter noted, "In the digital age, anything can be ordered with a click, but for countless children this holiday season, the most critical deliveries are those that provide nutrition, healthcare, and a safe place to sleep." The event is scheduled for December 5‑6, 2026. Participants can sign up to receive guidance on setting up their own fundraising livestreams, learn best practices for audience engagement, and access promotional assets to amplify their reach. By registering, gamers become part of a coordinated effort that blends entertainment with philanthropy, turning screen time into a conduit for lifesaving aid.
Beyond the immediate fundraising goal, Save Point aims to foster a sense of community among participants. Baxter envisions a network of creators who continue to collaborate on charitable projects, share insights, and support one another’s initiatives. "We’re building more than a one‑off event; we’re cultivating a culture where gaming and giving go hand in hand," she said.
In summary, Save Point represents a pioneering step for Save the Children, leveraging the dynamism of the gaming world to address urgent needs of children during the holiday season. By inviting gamers of all skill levels to join the cause, the charity hopes to demonstrate that philanthropy can be as engaging and inclusive as a well‑designed game, ultimately delivering the essential "one delivery that matters" to those who need it most.