What if granting wishes could be powered by gaming? That’s the heart of Make-A-Wish International, the world’s leading wish-granting organization, with its Infinite Wishes Initiative, a global program designed to bring the video games industry together to help grant life-changing wishes for children facing critical illnesses.
This initiative comes in response to the growing number of gaming-related wishes, from building custom PCs to meeting developers or designing unique in-game skins. Infinite Wishes offers a flexible and inclusive framework that allows companies of all sizes to make a meaningful impact, with tiered partnership levels and non-financial ways to participate.
To dive deeper into this exciting movement, GamingonPhone caught up with April Stallings, Charitable Gaming and Creators Community Manager at Make-A-Wish International, to hear about her journey, the growing role of gaming in wish-granting, and how Infinite Wishes aims to channel the love of gaming into something even more powerful.
Note: This interview is edited for clarity.
Gaming and Wish-Granting: A Growing Connection
Stallings explained that gaming has become the fastest-growing category of wishes worldwide. These wishes can range from visiting a favorite game studio to meeting content creators or receiving access to consoles, PCs, handheld devices, and other technology.
“Gaming is the new entertainment. Content creators are the new celebrities,” she said. The rise began during the pandemic, when isolated children wanted to stay connected to school, friends, and family. “The initial jump was 200% year-over-year. That has slowed since, but the truth is gaming wishes aren’t slowing down anytime soon.”
When asked to share some of the wishes that have come through gaming, April was quick to recall a few memorable stories. She recalled one child who will soon visit his favorite building game’s studio in Stockholm. “He’s mobility challenged, so we’ve done a lot of groundwork to make sure everything’s accessible,” she shared.
Another wish involved a child who is losing his vision. His dream was to play a mobile game with his favorite content creators. “The studio helped us bring them together for a private session. They played for hours, and that’s now a core memory for him,” Stallings said.
Other requests include custom gaming rooms, decorated spaces, and of course, plenty of PCs and consoles. “I feel so blessed that my purpose in life mixes with my passion for gaming,” she added. “It definitely feels like I am a very lucky person to be doing this.”
How Content Creators and Studios Can Contribute
For content creators, getting involved is simple. “Any creator can launch an online fundraiser with their community. Charity live streaming is thriving, and we provide a toolkit with everything they need,” Stallings explained.
Importantly, she stressed that all creators matter: “Every content creator of any size is important to us. We believe any content creator can be an effective fundraiser with the right tools.”
On the studio side, involvement often includes granting access to equipment, studios, or development teams. “Some kids want to learn how to be a game dev, some want to be in a game. These requests can be as varied as a kid’s imagination,” she said. Studios also support through financial contributions, in-game charity events, or sales of skins and items that funnel back into wish-granting.
Collaborations and Upcoming Initiatives
While some upcoming projects remain under NDA, one she could mention was Make-A-Wish’s role as a charity partner in Jingle Jam, a global content creator-led event. She also highlighted World Wish Month every April, celebrating the anniversary of the first wish ever granted.
Jingle Jam 2025, the world’s biggest charity gaming event, will go live this December with a two-week campaign. The initiative will bring together creators, studios, and communities worldwide to support Make-A-Wish UK, America, and International. Funds raised will help grant celebration and holiday wishes for children with critical illnesses.
Her work is also supported by the Games Industry Advisory Committee, where she had some good things to share. “I love my committee. It’s a group of 10 people with rotating membership each year, from indie to AAA studios, marketing, production, sales, all talented, passionate people,” Stallings said.
Expanding Across Gaming and Beyond
Infinite Wishes is designed as an open invitation to the entire gaming ecosystem. “We are very interested in talking to all facets of gaming, mobile, console, VR, Web3, and esports. Kids want to attend majors, meet esports athletes, or even get the peripherals they need to play. There are so many ways to help,” Stallings said.
She emphasized that contributions aren’t limited to large studios or publishers: “Payment processors, backend developers, gear manufacturers, everyone has a role to play. This is about the entire industry.”
Looking Ahead: A Future with 30,000 Annual Wishes
Stallings explained that Make-A-Wish International’s guiding goal is to grant 30,000 wishes annually by 2030, up from nearly 20,000 today. “I see the games industry playing a big role in that growth,” she said.
Her vision is for Infinite Wishes to inspire a global network of gaming companies and professionals, building a “wish fund” that fuels access for children everywhere. “It’s about taking a little of that magic and spreading it to kids who need it most, when they need it most,” she said.
A Message to the Games Industry
Stallings closed with an invitation to developers and publishers. “I know the industry is going through a turbulent time, and the benchmark for success keeps moving. Don’t be scared to talk to us. We’re not going to make you feel bad if the answer is no. But I guarantee you in a five-minute conversation, there will be some idea that’s achievable.”
She emphasized that Infinite Wishes is a long-term proposition. “We don’t need instant gratification. We want to build a network and for people to keep us in mind, so when they’re ready to contribute in whatever way they can, we’re ready too.”
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