adminThe Cause+Select platform aims to make it easier for video game companies, content creators and charities to find partnerships that work for everyone. Founder Wayne Emanuel says the service is designed to help charities navigate the games industry while giving studios and creators a clearer way to choose causes and campaigns to support.
Why the Cause+Select platform was created
Charitable fundraising has a long history in gaming. Industry organisations such as GamesAid and SpecialEffect, alongside events and initiatives including Games Done Quick, Yogscast’s Jingle Jam and Humble Bundle, have helped raise money for a range of causes.
At the same time, many charities are under pressure to diversify their income. Emanuel, founder and director of consultancy Ctrl+Impact, says that wider geopolitical challenges, including the closure of international development organisation USAID, have added to the difficulties facing some organisations.
Wayne Emanuel | Image credit: Ctrl+Impact
Charities are increasingly approaching game developers, publishers and creators for sponsorships, charity codes and livestream support. Emanuel says the growing number of requests can make it difficult for games businesses to choose partnerships strategically rather than responding to each approach as it arrives.
Partnerships can also feel one-sided when they focus only on a donation or a company’s charitable intentions. For a relationship to continue over time, both sides need to understand what they can contribute and what they hope to achieve.
Another barrier is industry knowledge. Some charities have people with experience in gaming, but others may be unfamiliar with the sector’s terminology and ways of working. That can make it harder to identify suitable partners or explain what a campaign needs.
How the Cause+Select platform works
Cause+Select provides a place for charities to describe their campaigns and the kinds of support they are seeking. Developers, publishers and content creators can browse and filter opportunities by factors such as cause and region, then review the details before expressing interest or following a campaign.
The platform launched with a limited number of partner charities. | Image credit: Cause+Select
When a games industry user expresses interest, the charity receives the request and can approve the connection. The two parties can then continue their conversation directly. The platform’s role is to introduce potential partners and provide information that helps them make an informed choice.
For charities, listing a campaign can help clarify the type of partnership they want, whether that means fundraising, awareness or another form of support. For studios and creators, filtering opportunities can make it easier to focus on causes that align with their interests, audiences or location.
Practical tip: Before proposing a partnership, both sides should be clear about the campaign’s goals, the support being requested and how success will be assessed. Setting expectations early can help prevent misunderstandings.
Beta access, fees and participating charities
Cause+Select is currently available in beta. At launch, developers, publishers and content creators can use it for free. Emanuel says the long-term plan is to keep access free for those groups, while charities pay a nominal fee. The beta is intended to involve games industry participants for a year, after which the platform can be adjusted before it opens to more charities.
The initial charity partners include suicide prevention organisation Calm, US-based Gamers Outreach, youth breast cancer charity CoppaFeel, WWF and Make a Wish. Cause+Select is open to working with a broad range of charities, provided they are registered with the Charity Commission and have a charity number.
Charities can list what they need and the types of partnerships they are seeking. | Image credit: Cause+Select
The service also includes a glossary to help charities understand gaming and fundraising terminology. This is intended to make the sector easier to approach, particularly for organisations without existing games industry expertise.
What charities can bring to games companies
Charities may offer more than a route to support a good cause. Emanuel says they can also bring access to ambassadors, public profiles and connections that can add value to a project. The right opportunity depends on the charity, the campaign and the needs of the games company, so potential contributions should be discussed directly rather than assumed.
He points to the game 11-11: Memories Retold, developed with Bandai Namco, as an example of a collaboration involving War Child. Carrie Mulligan, an actor and War Child ambassador, provided voice work for downloadable content associated with the project.
Emanuel also describes a campaign with Bethesda that included a live concert at the Hammersmith Apollo. Connections in the music sector helped secure access to the venue and reduce costs. These examples illustrate how a charity partnership may support creative or promotional work as well as fundraising.
For games companies considering a collaboration, it is useful to look beyond the immediate campaign request. A charity may have relevant networks, expertise or ambassadors, but any proposed contribution should fit the organisation’s mission and be agreed by both parties.
Measuring the impact of gaming partnerships
Emanuel says Cause+Select’s wider ambition is to help the games industry demonstrate its contribution in tangible terms. That could include tracking how many studios or creators take part and how much fundraising supports causes such as young people, the environment or people with disabilities.
Clear records of participation and outcomes can help charities and games businesses understand what a partnership achieved. Agreeing on appropriate measures at the start—such as funds raised, campaign reach or another relevant outcome—can make later reporting more useful.
Conclusion: the role of the Cause+Select platform
The Cause+Select platform is designed to reduce friction between charities seeking support and games industry organisations looking for meaningful ways to contribute. By making campaigns easier to discover and helping both sides understand potential value, it aims to encourage more informed, mutually beneficial partnerships. For charities and games companies alike, clear goals, suitable partners and practical measures of impact are essential to making those collaborations count.
