What Jingle Jam does

Jingle Jam is a UK-registered charity (registration number 1200061) founded in 2011 by Lewis Brindley and Simon Lane of The Yogscast, the historically largest YouTube gaming channel. The organization operates a single flagship product: a two-week annual December fundraising event that unites gaming content creators, game publishers, and donors to raise money for charity partners focused on children and young people. Since inception, Jingle Jam has raised £31 million, distributed 900,000 Games Collections, and generated 47.5 million stream views over the last five years.

The core product offering consists of the annual December event, the Jingle Jam Games Collection (a curated bundle of 14–18 premium Steam games given to donors who contribute £35 or more), and a creator fundraising platform that hosted over 1,000 creator fundraisers in 2024. Underlying infrastructure is built on third-party platforms — Tiltify for donation processing and Games Collection fulfillment, Brevo for email communications, and Discord for community engagement — with no proprietary technology stack disclosed. Distribution reaches global audiences through Twitch, YouTube, Twitter/X, Instagram, TikTok, and direct streaming by creator partners.

The business model is donation-based and operates as a pass-through. The trading subsidiary Jingle Jam Promotions Ltd (company 14428765) organizes events and grants 100% of proceeds to the parent charity for dispersal to charity partners. Customer segments include individual donors (self-serve via Tiltify), gaming content creators (mid-funnel referral channel), and game publishers (GTM partners supplying Steam keys for the Games Collection, including SEGA, Fireshine Games, Curve Games, and Secret Mode). The 2026 beneficiary portfolio includes two strategic partners (CALM, War Child) and six one-year partners (SpecialEffect, Become, GOSH Charity, Make-A-Wish, Trevor Project, WWF), with funded projects spanning mental health, conflict response, disability accessibility, and environmental conservation across 14+ countries.

Name

Jingle Jam

Legal name

Jingle Jam

Website

https://jinglejam.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Jingle Jam is a UK-registered charity that runs an annual December gaming fundraising event, uniting 1,000+ content creators, game publishers, and donors to raise money through a games-bundle incentive model for charity partners serving children and young people globally.

Ownership category

akta.pro rank

Product category

Charitable Fundraising

NAICS

Amusement Arcades (71312), Amusement Arcades (713120)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Holiday, Seasonal & Christmas Markets (MPAGAFAL)

Keywords

• Gaming charity fundraising
• Live streaming events
• Games bundle donations
• Creator fundraising platform
• Community charitable giving

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Fundraising: Jingle Jam raises funds through its annual December fundraising event where donors contribute to receive the Games Collection (a bundle of video games). The minimum suggested donation is £35 (approximately $46 USD). All proceeds from the trading subsidiary Jingle Jam Promotions (company number 14428765) are granted to the charity for dispersal to partner charities.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Jingle Jam runs an annual two-week December fundraising event that unites gaming content creators and game publishers to raise money for charity partners serving children and young people. The flagship incentive is the Jingle Jam Games Collection, a curated bundle of 14-18 premium Steam games given to donors who contribute £35 or more, with all proceeds granted to partner charities through its trading subsidiary Jingle Jam Promotions.

Product overview

Jingle Jam is a UK-based charity (registration number 1200061) that operates primarily as an annual December fundraising event, unifying the world's best games, creators, and their communities to make the world better for children and young people. The core offering consists of the annual December event combined with the Jingle Jam Games Collection (a curated set of 14-18 premium Steam games offered to donors giving £35 or more), supported by a creator fundraising platform enabling over 1,000 streamers to host fundraising streams. Funds raised are distributed to eight charity partners through coordinated grant-making.

Differentiator

Problem solved

Functional benefit

Products and services

• Jingle Jam Annual December Event The flagship annual two-week December fundraising event uniting gaming creators, game publishers, and their communities to raise money for charity partners focused on children and young people.
• Jingle Jam Games Collection A curated bundle of 14-18 premium Steam games offered as a reward to donors who contribute £35 or more during the annual December event, sourced from publisher partners such as SEGA, Fireshine Games, Curve Games, and Secret Mode.
• Creator Fundraising Platform A platform enabling hundreds of gaming creators to host fundraising streams and events during the annual December campaign, supporting over 1,000 creator fundraisers.

Quantifiable outcome

• Raised £31 million for charity partners since 2011
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

29 partnerships are on record, tiered flagship and core.

• CALM (Campaign Against Living Miserably)flagshipStrategic or Co-development Partner · 1 January 2026Strategic partner for suicide prevention. CALM runs a life-saving helpline for anyone affected by suicide or suicidal thoughts, free, anonymous and open 5pm-midnight daily. Jingle Jam 2024 funded almost 35,000 calls to the helpline. CALM has also produced a mental health toolkit for Community Managers with Jingle Jam funding.
• War ChildflagshipStrategic or Co-development Partner · 1 January 2026Strategic partner working to ensure a safe future for every child affected by war. Jingle Jam funds provide counselling in Gaza, support displaced children in DRC to reunite with families, and roll out child protection and education programmes in Sudan. Reached over 340,000 children in 2025.
• BecomecoreStrategic or Co-development PartnerNational charity supporting every child and young person with experience of the care system in England. Works to ensure care-experienced young people get the support they need.
• GOSH Charity (Great Ormond Street Hospital Charity)coreStrategic or Co-development PartnerHelps give seriously ill children the best chance and best childhood possible. Funds groundbreaking research, cutting-edge medical equipment, child-centred hospital facilities, and essential support services.
• Make-A-WishcoreStrategic or Co-development PartnerCreates life-changing wishes for children with critical illnesses. Has granted more than 650,000 wishes in nearly 50 countries worldwide since 1980.
• SpecialEffectcoreStrategic or Co-development PartnerBAFTA-winning UK charity that finds ways for physically disabled gamers to play to the very best of their abilities. Collaborates with leading games industry companies to create accessible gaming solutions.
• The Trevor ProjectcoreStrategic or Co-development PartnerLeading organization working to end suicide among LGBTQ+ young people in the U.S. and beyond. Operates 24/7 free crisis services, innovative research, advocacy, public education, and peer support. Jingle Jam 2024 funding supported over 6,632 crisis contacts.
• WWF (Worldwide Fund for Nature)coreStrategic or Co-development PartnerOne of the world's largest independent conservation organizations, active in nearly 100 countries. Works to restore nature and tackle the main causes of nature's decline, particularly the food system and climate change.
• SEGAflagshipGTM or Marketing PartnerPremium Games Partner for 2024. Donated Two Point Campus and provided pre-release Two Point Museum for key Jingle Jam creators to demo in fundraising streams. Included bespoke Jingle Jam items in-game.
• Fireshine GamescoreGTM or Marketing PartnerPartnered in 2024 by including Shadows of Doubt three months after 1.0 launch. The Yogscast created a unique live-action Murder Mystery stream to promote the game.
• Curve GamescoreGTM or Marketing PartnerPartnered for several years providing titles such as Embr (2021), You Suck at Parking (2022), Patch Quest (2023) and For the King 2 (2024). Ran speedrun competitions with creators.
• Secret ModecoreGTM or Marketing PartnerPartnered in 2024 by donating DEATHSPRINT 66 to the Games Collection. Collaborated on speedrun competition and staff fundraisers for Whale and Dolphin Conservation.
• TiltifyflagshipTechnology or IntegrationFundraising platform partner providing donation processing and Games Collection fulfillment. Collects usernames from donors for Jingle Jam's records.
• The YogscastflagshipStrategic or Co-development PartnerCo-founded by Lewis Brindley and Simon Lane. The Yogscast is the largest YouTube gaming channel that originated Jingle Jam in 2011 and continues to be central to the event.
• Fourth FloorcoreStrategic or Co-development PartnerSocial and influencer marketing services group. CEO Rich Keith serves as Jingle Jam Chair. Provides marketing and operational support.
• TwitchcoreGTM or Marketing PartnerStreaming platform partner supporting creator fundraising streams.
• Cool EarthcoreStrategic or Co-development PartnerHelps cool the planet by keeping 89 million trees standing in the Peruvian Amazon and supporting 9,740 people in 22 rainforest communities to protect their forests.
• Sarcoma UKcoreStrategic or Co-development PartnerFunding vital projects driving progress for sarcoma research, accelerating new treatments and improving patient care. Funding pioneering research to develop better treatments for Ewing's sarcoma.
• Whale and Dolphin Conservation (WDC)coreStrategic or Co-development PartnerSupporting campaigns to end whale hunting in Norway and inspiring next generation of conservationists. Funded 'Jingle Jam boat' for education in Iquitos, Peru, reaching 1,450 students in first half of 2025.
• Wallace & Gromit's Grand AppealcoreStrategic or Co-development PartnerJingle Jam Building project at Bristol Children's Hospital, first of its kind in the UK. Provides therapy, rehabilitation and family accommodation for up to 100 long-term patients per year. Opening planned for 2027.
• AutisticacoreStrategic or Co-development PartnerFunding mental health tips hub for young autistic people. 2024 funding developing toolkit for autistic students awaiting formal diagnosis.
• GalopcoreStrategic or Co-development PartnerUK-based LGBT+ anti-abuse charity nationalizing its Young People's Service with Jingle Jam funding, providing intensive one-to-one support to young LGBT+ people experiencing abuse.
• RNIBcoreStrategic or Co-development PartnerChanging lives of children with visual impairment through best practice for accessible gaming and forthcoming Devkit for inclusive gaming environment.
• JustdiggitcoreStrategic or Co-development PartnerRegreening African landscapes using indigenous techniques and mobile technology. Over 1,600 hectares of land will be restored in Tanzania by 2027.
• Comic ReliefcoreStrategic or Co-development PartnerJingle Jam funds enable Comic Relief to provide food to local charities in deprived areas of UK in response to cost-of-living crisis.
• FareSharecoreStrategic or Co-development PartnerJingle Jam funds food provision to local charities in deprived areas of UK, helping people struggling to put meals on the table while preventing environmentally damaging food waste.
• MovembercoreStrategic or Co-development PartnerMultiple projects helping men live healthier lives. Nearly 20,000 more men reached as result of Jingle Jam support.
• CoppaFeel!coreStrategic or Co-development PartnerFunding launched CoppaFeel! Mobile, a van raising awareness of breast cancer signs among young people, reaching estimated 1.375m young people in UK.
• Hello WorldcoreStrategic or Co-development PartnerClosing digital divide for young people by connecting children to education in Uganda, Burundi, Nigeria and Nepal. Will enable over 25,000 children to get online.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Take This: Take This is a mental health-focused gaming nonprofit that raises funds through gaming community events and partnerships. It shares Jingle Jam's emphasis on mental health (e.g., CALM partnership) and gaming-community-driven fundraising.
• SpecialEffect: SpecialEffect is a UK charity making gaming accessible to people with physical disabilities — and is also one of Jingle Jam's strategic charity partners. Both organizations operate in gaming charity space in the UK and benefit from publisher and creator engagement.
• itch.io: itch.io runs charity game bundles (e.g., Bundle for Racial Justice, Bundle for Ukraine) using a pay-what-you-want model similar to Jingle Jam's Games Collection. Both platforms aggregate indie and premium game donations for charitable causes and target the gaming community.
• Humble Bundle: Humble Bundle runs pay-what-you-want game bundles with a portion going to charity — the most direct comparable to Jingle Jam's Games Collection incentive model. Both organizations convert game purchases into charitable donations and share a similar audience profile of PC gamers.
• Child's Play Charity: Child's Play is a gaming industry charity that provides games and toys to children in hospitals and domestic violence shelters. Like Jingle Jam, it channels gaming community generosity toward children's welfare causes and partners with major publishers and creators.
• AbleGamers Foundation: AbleGamers is a US-based charity that improves accessibility in video gaming for people with disabilities. It shares Jingle Jam's focus on gaming as a vehicle for social impact and is referenced by SpecialEffect — one of Jingle Jam's charity partners.
• GamesAid: GamesAid is a UK-based gaming industry charity that distributes funds to multiple smaller charities serving children and disadvantaged groups. Like Jingle Jam, it leverages the gaming industry's goodwill to generate charitable impact, and Rich Keith (Jingle Jam Chair) previously served as a GamesAid trustee.
• Stack Up: Stack Up is a gaming charity supporting veterans through gaming, using streaming and community-driven fundraising. It overlaps with Jingle Jam in the livestream/gaming charity fundraising format and community-led engagement model.

Others

• Tiltify: Tiltify is the fundraising platform that powers Jingle Jam's donation infrastructure. While not a peer charity, it is the enabling technology partner that processes donations and distributes Games Collection keys, making it a critical ecosystem participant.

Emerging players

• Yogscast: Yogscast is the gaming YouTube channel co-founded by Lewis Brindley and Simon Lane, who also co-founded Jingle Jam in 2011. Yogscast is the originating platform for Jingle Jam's audience and continues to be central to creator engagement, making it a deeply connected ecosystem peer rather than direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Yogscast

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jingle Jam