Make-A-Wish International has launched Infinite Wishes, a new global initiative that aims to unite the video games industry “to help grant life-changing wishes for children living with critical illnesses.”
Announced in a press release on August 13, 2025, the Infinite Wishes initiative was launched “in response to a dramatic rise in gaming-related wishes,” which range from children wishing for a custom-built PC to wishing to meet developers.
Infinite Wishes aims to provide “a flexible, inclusive framework for the industry” to allow game companies to help grant these gaming-related wishes, and “to make a meaningful impact, no matter an organization’s size or budget.”
The initiative offers tiered partnership levels and non-financial participation offers, allowing companies to get involved in a way that suits their goals and resources.
“Infinite Wishes is about creating pathways for the games industry to do great things, whether that’s funding wishes, hosting a livestream, or simply sparking a new idea for impact,” said April Stallings, charitable gaming and creators community manager at Make-A-Wish International.
“We know how passionate and talented this community is. This initiative is about giving teams a purpose-driven outlet to rally around – one that lifts spirits, sparks creativity, and changes lives.”
To help guide the programme, Make-A-Wish International has assembled a Games Industry Advisory Committee, consisting of representatives from Square Enix, Bethesda, Bandai Namco Entertainment, Raccoon Logic, 2K, Deviant Legal, Modoyo, Stream for a Cause, and Dames4Games. While inaugural members include Raptor PR and PlaySafe ID.
“There’s never been a better time for the games industry to show its heart, said Wouter Van Vugt, EMEA communications and community engagement senior director at Bandai Namco Entertainment Europe and chair of the Make-A-Wish Games industry advisory committee.
“Through Infinite Wishes, our industry has the opportunity to channel our collective goodwill and reach into something that delivers lasting, real-world impact for children who need it most. The opportunity to help fulfil a child’s wish is one of the most powerful things we can offer.”
