In a saturated market of game providers, standing out requires more than just flawless mechanics; it requires a soul. Gamzix has managed to carve out a unique space by blending high-performance slots with a brand identity that feels genuinely human, and occasionally features a goose in casual wear.

We spoke with Olga Ashykhmina, recently promoted to Head of Brand, about the strategy behind the “Behind the Reels” campaign, the success of their mascot Gary, and how they balance the needs of serious operators with the desire for pure player entertainment.

Defining the Gamzix Identity

Gamzix operates in a crowded space. How do you define the core brand identity, and what is the primary emotional message you aim to convey?

Olga Ashykhmina: Gamzix is about creativity, energy, and genuine human connection. In a market full of game providers, we focus on building worlds, not just games. Each title has its own mood, story, and emotion. Our tone is bright and curious - we want operators to see us as reliable and forward-thinking, and players to feel excitement and joy every time they play.

As Head of Brand, my goal is simple: when people see a campaign, a post, or even the way we communicate, they instantly know it’s us - before they ever see the logo. Achieving that level of recognition takes strategy, patience, and daily consistency across every touchpoint.

Your brand must appeal to both B2B casino partners and B2C players. How do you strategically balance these two audiences?

Olga Ashykhmina: We think about both sides of the audience continuously. For operators, it’s about personalisation, data-driven performance, and adapting game features to different markets. For players, it’s about engagement and emotion - creating slots that look great, feel rewarding, and hold attention. When both are aligned, the result is lasting success for everyone involved.

Storytelling & “Behind the Reels”

Walk us through the strategic intent behind the “Behind the Reels” campaign. How has this helped humanise the product?

Olga Ashykhmina: “ Behind the Reels” helps us show the real people and passion behind every release. It’s a long-term campaign that connects our creative process with our partners in a transparent, personal way. We invite them behind the games: to see how ideas become features, how features become stories, and how stories turn into the experiences players love.

Gary the Goose, now in his casual wear, reflects that same friendly and down-to-earth energy. We started the campaign offline at SBC Lisbon, continued at SiGMA Rome, and we’re taking it to ICE Barcelona next. It’s been incredible to see how much interest it’s generated - even earning a nomination for Best Marketing Campaign 2025 at the SiGMA Central Europe B2B Awards.

Speaking of Gary the Goose, what role do unique IP elements like a mascot play in your long-term strategy?

Olga Ashykhmina: Gary represents what Gamzix stands for - reliability, warmth, personal touch, and a bit of humour. He’s not just a mascot; he’s the personality that ties our B2B campaigns, events, and communication together. And honestly, we’ve heard more than once that he makes us stand out - people remember the goose!

Community, Content & Events

The “Streamers Race 2025” was a bold move into community marketing. What was the objective, and how did it perform?

Olga Ashykhmina: Streamers Race 2025 was our big step into live streaming across Twitch, YouTube, and Kick. In just two weeks, 18 streamers brought in over 67,000 views, showing how naturally our content fits this space.

We built the event around Yummy Dumplings: Hold the Spin, because it’s fun to watch and play - and it became a perfect showcase for our distinctive features, music, and visual style. By using our own IP in a new format, we didn’t just get visibility; we built a stronger emotional link with the community.

When you allocate resources for major events like SBC Summit Lisbon, what is the critical brand outcome you prioritise?

Olga Ashykhmina: At events like SBC Summit Lisbon, our focus is simple - to show that Gamzix is growing and to meet our casino and media partners in person. These events are the best way to share what’s next, get feedback, and build stronger relationships.

And of course, our merch always steals the spotlight - everyone wants a piece of it, especially our unique collectable geese created for each event. This year, dozens of people walked away proudly holding theirs from our claw machine. Visibility matters, but genuine connection is what really makes the difference.

Leadership & The Future

You were recently promoted to Head of Brand. What is the single most important initiative you’ve implemented since taking on the role?

Olga Ashykhmina: My focus has been on strengthening “Behind the Reels” and game launches as the heart of our brand strategy. We’ve unified how Gamzix looks and feels across all channels - from launches to events - so everything speaks the same visual and emotional language. Each game release becomes part of the larger Gamzix world. Through consistent storytelling and visual style, our brand doesn’t just launch new games; it builds momentum across the entire portfolio.

Looking forward, where do you see the biggest opportunity for creative expression and brand growth for slot providers?

Olga Ashykhmina: The biggest opportunity right now is personalisation - not just for players, but for our operator partners as well. Gamification and metaverse trends are exciting, but what truly builds loyalty are experiences that feel personal and human.

For players, it’s simple: they come to us for emotion. They want to relax, have fun, and escape for a moment. That’s why we invest so much in visual quality, music, and interactive features - to make sure every game feels enjoyable, immersive, and truly worth their time.

For operators, personalisation means flexible tools, customised launches, and communication that fits their goals and vision. We don’t just deliver services - we build long-term relationships as a strategic partner who grows alongside them.