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Everything your charity needs to know about gaming


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Discover how charities are tapping into the gaming sector to grow their fundraising

Published in: Technology
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Everything your charity needs to know about gaming

  1. 1. Everything you need to know about Gaming
  2. 2. What is a gaming event? Typically a charity gaming event will feature gamers live-streaming their gameplaying for a period of time whilst fans and donors then donate money watching their live-stream. This has increased in popularity recently due to the growth in the Video Game’s market.
  3. 3. Gaming in the marketplace Source The global games market is set to reach over £100bn in 2018, with an estimated 1.5bn gamers worldwide.
  4. 4. Gaming in the marketplace? • $30.4 billion dollars was spent on the video gaming industry in 2016 • Over £75 million has been raised on Twitch since 2012 (gaming live-stream platform) • In 2017 £440K was raised on JustGiving through video gaming live-streams
  5. 5. Who is Gaming? Source Women age 18 and older represent a significantly greater portion of the regular game-playing population than boys under age 18.
  6. 6. Gaming Demographics MALE FEMALE Average female video game player: 37 <18 years old: 11% 18-35 years old: 10% 36-49 years old: 8% 50+ years old: 13% Average male video game player: 33 <18 years old: 18% 18-35 years old: 17% 36-49 years old: 11% 50+ years old: 13% The average gamer is 35 years old Source
  7. 7. Families and Gaming Families are Gaming 67% of parents play video games with their child at least once weekly. Why Parents Play Video Games with their children? • “It’s fun for all of us” • “It’s a good opportunity to socialize with my child” • “My child asks me to” • “It helps me monitor what they are playing” • “I enjoy playing video games as much as my child” 54% of the most frequent gamers say that video games help connect them with their friends. 45% say it helps their family spend time together. Source
  8. 8. Gaming Influencers What is a gaming influencer? A gaming influencer is someone who can affect their followers because of the knowledge/experience they have in the gaming field. Typically gaming influencers have a core following of viewers that support them through donations and repeat viewings of their channel. Why do you need gaming influencers? Gaming influencers earn their money by asking for donations to their channel. Some gaming influencers will support a charity by donating all of their standard income from a stream to Charity and encouraging their followers to donate. Some influencers have in excess of 100K followers viewing their stream and donating!
  9. 9. Top 10 Gaming Influencers? Forbes produced a list of the top 10 gaming influencers of 2017 and collectively they have a total of:
  10. 10. Gaming for Good Source Women age 18 and older represent a significantly greater portion of the regular game-playing population than boys under age 18.
  11. 11. Gaming for Good Charity and gaming 58% of gamers have donated to charity by buying videogames in the past 12 months. The same amount of people are also interested in donating whilst playing videogames. Gaming for Good • 67% would join other gamers to raise for charity • 34% think videogames raise awareness for social/charity issues • 55% of people would make in-game purchases if the charity was linked to the game
  12. 12. How are people Gaming for Good? Charity Live-Streams This is where a gamer will live-stream their gaming for a period of time and ask their viewers for donations to support a charity. Some popular streamers can have an excess of 100K+ followers watching at any one time! Twitch Twitch is a popular online service for watching and streaming digital video broadcasts. Since 2012 the gaming community has raised over £75million on Twitch.
  13. 13. Charity live-stream examples SpecialEffect – Game Blast GameBlast is a 24 hour gaming stream that raised over £500,000 in the last 4 years How? The gaming community conduct their own live streams and gamers ask viewers for donations to go towards SpecialEffect. Some charities will have professional gamers and retailers taking part with some reaching over 100K viewers at any one time!
  14. 14. Charity live-stream examples Macmillan – Game Changers Game Changers is a 24 hour gaming stream that reached over 120 million views on their Twitch livestream. How? Macmillan had two teams fundraising; each with professional gamers taking part who each had their own dedicated fan following.
  15. 15. How do charities incorporate JG? SpecialEffect has raised over £400K through using JustGiving during their gaming livestreams
  16. 16. Campaign pages How can charities use JustGiving? Charities such as Macmillan and SpecialEffect both create campaign pages for their gaming events. Campaign pages give supporters the opportunity to create a fundraising page for the event or simply make a direct donation to the campaign (this is great for 24-hour live streams!) JustGiving & Gaming sites Gamers can create a JustGiving page and post a ‘button’ on their streaming page that will take supporters directly to their JustGiving page donation flow.
  17. 17. Why charities should be Gaming Source With a growing market of over 1.5billion gamers world wide and an increasing popularity in Gaming for Good…can charities afford to be missing out on this market?
  18. 18. Why Charities should be Gaming? Families With families gaming this is a great way to encourage community fundraising through a family livestream where members relay their gameplaying. Influencers By engaging a gaming influencer that has a strong base of followers; not only does this provide an opportunity to receive donations from a new revenue source; but it also promotes your charity brand to a previously untapped market. Fundraising fatigue We have already seen that there is fatigue in events fundraising and with the rise in technology advancements this is an opportunity to engage fundraisers in a new and exciting type of event.
  19. 19. JustGiving and Gaming? Charities have been gaming with JustGiving for over 4 years now, some charities reaching in excess of £500K! £- £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 £400,000 GameBlast (Special Effect) Game Heroes (Macmillan) Frontier (Special Effect) 2017 2016 2017 Full Year: Amount raised + GA: £444,179 Pages created: 6,568 Activation rate: 78% Average page value: £328
  20. 20. When are charities Gaming?
  21. 21. Interested in Gaming? Schedule a call with one of our experts to talk all things virtual and video gaming!