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

1. Everything you need to know about
Gaming

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. 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. 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. 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. 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. 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. 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. Top 10 Gaming Influencers?
Forbes produced a list of the top 10 gaming influencers of 2017 and collectively they have a total of:

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. 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. 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. 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. 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. How do charities
incorporate JG?
SpecialEffect has raised over £400K through using JustGiving during their gaming livestreams

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. 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. 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. 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. When are charities Gaming?

21. Interested in
Gaming?
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