Games Aid

Quick Stats

• Annual Giving: £150,000 (2023/24)
• Success Rate: ~33-42% (charities reaching final ballot)
• Decision Time: Annual election cycle (April voting, results announced shortly after)
• Grant Range: £30,000 (equal distribution among 5 selected charities)
• Geographic Focus: England and Wales (UK-wide)
• Total Raised Since 2000: Over £5.65 million

Contact Details

Website: www.gamesaid.org

Email: mark.washbrook@gamesaid.org

Phone: 07976 411960

Election Information: www.gamesaid.org/elections

Overview

GamesAid (Charity Number 1081706) was registered on July 24, 2000, as the UK video games industry's charity. Operating with total income of £344,252 (2024), GamesAid serves as an umbrella organization distributing funds to small-to-medium sized charities supporting disadvantaged and disabled children and young people. As the only fully democratic charity in the games space, GamesAid operates through an annual member election where games industry professionals nominate and vote for beneficiary charities. Run entirely by volunteer trustees from the games industry, GamesAid has raised over £5.65 million since its founding, with consistent year-over-year growth—increasing from £120,000 in 2022/23 to £150,000 in 2023/24, representing 25% growth. The charity's unique model combines industry fundraising throughout the year with democratic selection of beneficiaries.

Funding Priorities

Grant Programs

Annual Charity Support Program: £30,000 per selected charity

• Five charities selected annually through democratic member vote
• Equal distribution of all funds raised during the year
• Application method: Annual nomination and election cycle (nominations typically open February-March, voting in April)
• Selected charities receive both financial support at year-end and in-kind support throughout the year, including access to GamesAid's industry network

Priority Areas

GamesAid focuses on charities that:

• Support disadvantaged children or young people in the UK
• Are small-to-medium sized organizations (turnover under £3 million)
• Provide diverse support including medical care, social mobility, pastoral care, disability support, community services, and mental health
• Are registered UK charities spending less than 30% of running costs on administration

Recent supported charities demonstrate the range of causes funded:

• Childhood cancer research and support (Solving Kids' Cancer UK)
• Autism research and advocacy (Autistica)
• Mobility equipment and employability support for disabled/neurodiverse children (AFK/Action For Kids)
• Therapeutic gaming support (Game Therapy UK)
• Mental health support for gamers and games industry (Safe In Our World)
• Wish-granting for seriously ill children (Rays of Sunshine)
• Access to sport for disadvantaged young people (Access Sport)

What They Don't Fund

• Large, well-funded charities
• Organizations with turnover over £3 million
• Charities spending more than 30% on administration
• Non-registered charities
• Primarily overseas causes (limited international application)
• Organizations not focused on children and young people

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Governance and Leadership

Trustees

• Sara Veal - Chair & Trustee
• Mark Washbrook - Trustee & Company Secretary (contact: mark.washbrook@gamesaid.org)
• Gavin Smith - Trustee
• Terry Haynes - Trustee

GamesAid expanded its trustee board in April 2023, appointing six additional trustees including Antonia Johnson, Abigail Heppe, Grace Shin, Melissa Chaplin, Wayne Emanuel, and Matt Spall. All trustees are volunteers from the games industry who receive no remuneration.

Operations Team

• Lily Rimington - General Manager
• Gina Lourenço - Operations and Communications Officer
• Michael Walsh - Operations Coordinator

Ambassadors and Patron

GamesAid maintains an active ambassador network including Andy Payne (Patron), along with ambassadors from across the UK games industry who help promote the charity's work and fundraising efforts.

Key Organizational Facts:

• 3 formal trustees
• 4 volunteers
• No employees with benefits over £60,000
• Financial reserves policy in place
• Internal financial controls established
• Trustee conflict of interest policy maintained

Application Process and Timeline

How to Apply

GamesAid operates a unique democratic selection process where charities are chosen through member nomination and voting rather than a traditional grant application:

Eligibility Check: Before proceeding, confirm your charity:

• Supports disadvantaged children or young people in the UK
• Has annual turnover under £3 million
• Spends less than 30% of running costs on administration
• Is a registered UK charity
• Must be nominated by a GamesAid member (though charities can nominate themselves)

Nomination Process:

1. Self-Nomination or Member Nomination: Charities can nominate themselves OR be nominated by a GamesAid member (games industry employees, freelancers, or students on games-related university courses)
2. Nomination Period: Typically opens in February-March for the following financial year
3. Initial Review: All charities meeting eligibility criteria proceed to the ballot
4. Ballot: 12-22 charities typically make it to the final ballot

For more information on the nomination process: Visit www.gamesaid.org/elections or contact mark.washbrook@gamesaid.org

Decision Timeline

Annual Election Cycle:

• February-March: Nominations open
• March: Nomination deadline (typically early March)
• April: Member voting period (approximately one week, typically mid-April)
• April/May: Results announced shortly after voting closes
• Throughout Year: Selected charities receive in-kind support and access to fundraising events
• End of Financial Year: Cash grants distributed (equal share of all funds raised)

Support Period: Selected charities are backed for the entire financial year following their selection.

Success Rates

Based on recent election data:

• 2023 Election: 15 charities reached final ballot, 5 selected = 33% success rate
• 2022 Election: 12 charities reached final ballot, 5-6 selected = 42-50% success rate

Note: These figures represent success rates for charities that made it to the final member ballot after meeting eligibility criteria. The total number of initial nominations is not publicly disclosed.

Voting Method: First-past-the-post system where the five causes receiving the most member votes are selected. In case of a tie for fifth place, trustees may vote to support an additional charity.

Member Voting: Each GamesAid member can select up to five charities on the electronic ballot. Voting is conducted through Choice Voting's platform.

Reapplication Policy

Charities can be nominated and participate in elections every year. Several charities have been selected multiple times (e.g., Autistica, Solving Kids' Cancer UK, AFK), demonstrating that reapplication not only is permitted but can be successful. There are no restrictions or mandatory waiting periods for charities that were not selected in previous years.

Application Success Factors

Understanding the Democratic Process:

The unique aspect of GamesAid is that success depends on winning votes from games industry members, not on impressing a grant panel. This means your strategy must focus on:

• Since nominations must come from GamesAid members (games industry workers/students), developing relationships within the UK games industry is crucial
• If your charity has existing supporters in the games sector, engage them to nominate you and advocate for your cause
• Consider how your charity's mission might resonate with games industry professionals

• GamesAid's membership consistently votes for charities with tangible, specific impacts
• Recent successful charities show clear, measurable outcomes (e.g., mobility equipment provision, cancer research, autism support)
• Articulate exactly how your work helps disadvantaged or disabled children and young people

• GamesAid explicitly targets “small-to-medium sized, rather than the better-funded larger ones”
• Being under the £3m turnover threshold is not just about eligibility—it's about positioning
• Emphasize how GamesAid's support would make a meaningful difference to your organization's capacity

• The 30% administration cost ceiling signals that voters care about efficient operations
• Be prepared to demonstrate that funds go directly to beneficiaries

• Once you reach the ballot (12-22 charities typically), you're competing for member votes
• Charities that reach the ballot receive equal exposure, so the quality of your pitch matters
• Consider how to communicate your mission effectively to games industry professionals who may not know your cause

• Recent selections show diversity of causes (medical, mental health, accessibility, research)
• Consider authentic connections between gaming/technology and your cause (e.g., Game Therapy UK uses gaming therapeutically; Safe In Our World addresses gaming community mental health)

• Several charities have been selected multiple times, suggesting that strong relationships with the community and demonstrated impact can lead to ongoing support
• Year-on-year participation in the process builds recognition among voting members

What GamesAid Looks For (From Their Statements):

“Charities helping young people, especially those who are vulnerable or disadvantaged, in a number of different ways. This could range from medical support, to enabling social mobility, to offering pastoral care, to supporting individuals with disabilities or conditions, to providing access to community services, to enabling better mental health in the community and much more.”

Key Takeaways for Grant Writers

• It's about votes, not applications: Success requires winning a democratic election among games industry professionals, not crafting a traditional grant application. Build relationships within the UK games sector before the nomination period.

• Member nomination is essential: You must either have a GamesAid member nominate your charity or become positioned to self-nominate effectively. If you lack games industry connections, start building them well before the election cycle.

• Equal distribution model: All selected charities receive the same amount (£30,000 in 2023/24), based on equal division of total funds raised. Focus on whether this amount would be meaningful for your organization.

• Timing is predictable: Plan ahead for the February-March nomination period and April voting cycle. The process is annual and follows a consistent schedule.

• Size matters positively: Being smaller is an advantage here—GamesAid deliberately avoids well-funded larger charities. If you're under £3m turnover, emphasize how this grant would significantly impact your capacity.

• Competition is real but reasonable: With 12-22 charities typically reaching the ballot and 5 selected, success rates of 33-42% are significantly better than many traditional grant programs.

• Long-term relationship building pays off: Multiple charities have been selected repeatedly, suggesting that engaging with GamesAid's community year-over-year, even if not selected initially, can lead to eventual success.

Similar Funders

These funders have a similar focus and geographic reach:

• THE GEOFF & FIONA SQUIRE FOUNDATION
• The Toy Trust
• THE A.D. CHARITABLE TRUST
• THE MIKE GOOLEY TRAILFINDERS CHARITY
• The Blyth Watson Charitable Trust
• The Kathleen Hannay Memorial Charity
• Michael Crawford Children's Charity
• The Alchemy Foundation
• Masonic Charitable Foundation
• THE BORIS KARLOFF CHARITABLE FOUNDATION

References

1. GamesAid Official Website - Homepage.. https://www.gamesaid.org/

1. GamesAid Official Website - Who We Are.. https://www.gamesaid.org/who-we-are/

1. GamesAid Official Website - Our Chosen Charities.. https://www.gamesaid.org/our-chosen-charities/

1. GamesAid Official Website - Our Team.. https://www.gamesaid.org/who-we-are/our-team/

1. GamesAid Official Website - Charity Elections 2024.. https://www.gamesaid.org/our-events/elections/

1. Charity Commission for England and Wales - GAMES AID Full Details (Charity Number 1081706).. https://register-of-charities.charitycommission.gov.uk/en/charity-search/-/charity-details/3965695/full-print

1. GamesAid Official Website - “GamesAid raises £150,000 in 2023/2024” (Press Release).. https://www.gamesaid.org/news-stories/gamesaid-raises-150000-in-2023-2024/

1. GamesAid Official Website - “GamesAid raises £120,000 for its causes in 2022/2023” (Press Release).. https://www.gamesaid.org/news-stories/gamesaid-raises-120000-for-its-causes-in-2022-2023/

1. GamesAid Official Website - “GamesAid Charities announced for 2023/2024” (Press Release).. https://www.gamesaid.org/news-stories/gamesaid-charities-announced-for-2023-2024/

1. GamesAid Official Website - “GamesAid charity selection process - process to pick charities for support from industry begins today” (Press Release).. https://www.gamesaid.org/news-stories/gamesaid-charity-selection-process-process-to-pick-charities-for-support-from-industry-begins-today/

1. GamesAid Official Website - “Games Aid Charity Selection process - 12 charities proceed to member vote” (Press Release).. https://www.gamesaid.org/news-stories/games-aid-charity-selection-process-12-charities-proceed-to-member-vote/

1. GamesAid Official Website - “GamesAid Charity Selection process - 15 charities make it through to final ballot” (Press Release).. https://www.gamesaid.org/news-stories/gamesaid-charity-selection-process-15-charities-make-it-through-to-final-ballot/

1. GamesAid Official Website - “Games Aid appoints new trustees and opens charity nomination process” (Press Release).. https://www.gamesaid.org/news-stories/games-aid-appoints-new-trustees-and-opens-charity-nomination-process/

1. MCV/DEVELOP - “GamesAid has chosen five charities to support for 2023/2024”.. https://mcvuk.com/business-news/gamesaid-has-chosen-five-charities-to-support-for-2023-2024/

1. MCV/DEVELOP - “GamesAid: A Short History”.. https://mcvuk.com/business-news/gamesaid-a-short-history/