Why Every Game Company Should Build a Culture of Giving (and How to Get Started)

Every games company should seriously consider building a corporate giving program and an employee-engagement program. It’s time we shift charitable giving from a line item to a line of business. From building the Engage Program at Mox, founding Gamers Engaged, and most recently writing the corporate giving policy for Card Kingdom and Mox, I want to share how (and why!) your company can get started. From corner game stores to international mega companies, every one has the capacity to play it forward. 

Why it matters, especially for game companies

If you’re in the games industry, you’ve got some unique ingredients in your favour: creative teams, passionate employees, communities that care. A giving + engagement program isn’t just “nice to have.” It can help you on multiple fronts.

1. Employee engagement, culture and retention: Employees want purpose. They want to know the place they work contributes to something bigger. Data shows that strong employee engagement leads to higher productivity, lower turnover, and better morale (YourCause). When you add in charitable giving, company matching, or volunteering, it enhances that sense of meaning and belonging. For example:

• A recent article notes that 54% of employees who feel their company gives back are engaged (London Computer Systems).

• “Employee giving programs account for more than $5 billion in charitable contributions” and are important in talent attraction/retention (America's Charities).

For a games company, where you’re competing for top creative talent, where culture is a big part of your identity, having a structured giving program becomes a talent-and-culture differentiator.

2. Reputation, brand, and community alignment: Players, creators, developers and fans care about what the companies behind their favourite games stand for. The generational wave of Millennials and Gen Z expects companies to act responsibly, give back, and walk the talk. According to recent stats: 94% of consumers said it was important the companies they engaged with had a strong purpose (Submittable). Having a corporate giving program says: “We’re part of the world’s bigger pulse, not just pushing pixels.”

3. Market/industry signals → philanthropic momentum: Corporate giving in the U.S. reached new highs in 2024 with total charitable giving hit around $592 billion, up 6.3% in current dollars. And corporate giving specifically reached a record ~ $44.4 billion (BWF). So that means, one, there’s more money in the system and corporate philanthropy is not on the decline. And, two, if you’re not in the game, you risk being left behind relative to your peers. Don’t just brag about record profits; brag about the impact you have in your local community and around the globe.

4. It’s not just nice, but strategic: A good giving program isn’t just about writing checks. When thoughtfully designed, it feeds into your business strategy: building community goodwill, increasing brand loyalty, strengthening employee satisfaction, generating stories. The companies who treat giving as part of their culture (not a one-off) get the most benefit. For example, a report suggests that even as profit drops, many firms sustain giving because they view it as long-term investment (William Blair).

What it takes to build a program

Okay, so I hope I’ve sold you on the why. Now, let’s dive into how. Building a corporate giving + employee engagement program in the games sector (or any sector) takes some planning and alignment. Here are the essentials:

1. Define your “why” and strategic focus
Start by asking “what causes align with your company mission, your team values, your community?” For a game company, maybe it’s youth education, STEM/STEAM, mental health and gaming, digital inclusion, local community tech access, or creative skills for underserved communities. Then define your giving approach. For example “we support X through monetary, volunteering, in-kind support once a quarter.”

2. Build an employee engagement component
Your program doesn’t need to end “company gives money”. In fact, it’s most impactful when you invite your employees to engage, to feel seen, to participate. Some key pieces could be:

• Matching gift program: when an employee donates, the company matches. Stats say that ~65% of Fortune 500 companies offer matching gifts (Double the Donation).

• Volunteer-time-off (VTO): Giving employees paid time to volunteer.

• Team events: Hackathons for nonprofits, skill-based volunteering (e.g., your dev team helping a community org build a game).

• Employee-led giving: Let employees suggest causes, vote on projects, bring ideas. This builds ownership and culture.

3. Make it simple and accessible
A common barrier is that people don’t know what to do, or the process is clunky. For giving programs this matters. For example, only 8% of donors know their company has a matching gift program and know how to submit for a match request (Double the Donation). So make the workflow easy! Provide clear communication. Choose a digital platform or system if needed. Trends show digital donation/volunteering platforms are increasingly expected (Bonterra).

4. Measure impact and tie to culture/business goals
You’ll want metrics like participation rate (what % of employees engaged), dollars donated/matched, hours volunteered, number of causes supported. Also, don’t forget about the qualitative angle, like stories of impact, employee feedback, how employees feel about the program. As a program matures, you may tie this to brand metrics, talent metrics (retention/turnover), community sentiment, employee satisfaction, and so on.

5. Communications and storytelling
Don’t forget: if no one hears about it internally and externally, the benefit is lower. Share stories of employees volunteering, of games company staff spending time at a charity event, of community outcomes. It builds culture and shows authenticity. Also, align with your game company’s external brand. Your players/fans may love to see you giving back.

6. Start small & iterate
Don’t feel you need to launch a massive multi-million foundation out of the gate. You can start with a quarterly volunteer event or a modest match program or one community partner. Then iterate, grow, adjust. The key is consistency and culture-building. Trends show smaller and mid-size companies are increasingly participating in giving back (Double the Donation).

Special considerations for game companies

Since you’re in the games space, you can lean into your strengths:

• Gamify volunteering: maybe leaderboards for hours volunteered by dev teams, fun badges for participants.

• In-game tie-ins: For example, special skins/themes unlocked when employees volunteer or company supports charity.

• Community-partner collaborations: Local youth coding camps, esports for charity, inclusive game jams.

• Storytelling through your game channels: players appreciate authenticity. Use your platform to amplify impact.

• Developer culture: your team is creative, used to building immersive experiences — you can build something unique around your giving/engagement program.
  

TL:DR: Why you need a plan to play-it-forward 

Yes, you should have a corporate giving and employee engagement program. Your company should shift charitable giving from a line item to a line of business. Here’s the gist:

• It helps your culture, talent retention, brand, and gives you a meaningful place in your community.

• It aligns with broader trends. Corporate giving is growing and employee-driven philanthropy is more important than ever.

• To build it, define your focus and “why”, engage employees meaningfully, make participation easy, measure and communicate impact, and embed it in your culture.

So, if you’re curious about how to get going, or want help building a program that makes sense for your company, let’s talk: email info@gamersengaged.org. I’d love to walk you through how Gamers Engaged can advise your company, tailor a giving and employee-engagement strategy, and help you build a culture of philanthropy and genuine impact.

Thanks for reading! I’m looking forward to chatting and changing the world for the better, together!