Gamzix, the Maltese game provider, is excited to announce the launch of its latest brand campaign, Behind the Reels - an immersive experience designed to take our partners beyond the spin and into the heart of Gamzix’s creative universe.

Why This Campaign?

The goal of Behind the Reels is to deepen Gamzix’s connection with its partners by showcasing the creativity, passion, and technical craftsmanship behind every release. It’s a celebration of the process - from concept to final game - and a peek behind the scenes where the magic truly happens.

This marketing campaign will run for an entire year, with special surprises and gifts prepared exclusively for Gamzix’s partners along the way.

Meet Gary the Goose - The Guide to the Gamzix Worlds

Behind the Reels is an invitation to explore the artistry, stories, and emotions that bring Gamzix slots to life. Each game is envisioned as a unique destination on a map of adventures, led by Gary the Goose - Gamzix’s charismatic mascot.

Having traded his classic tuxedo for a comfortable signature tracksuit, Gary is ready for a year of exploration. More than a mascot, he is an explorer, storyteller, and lucky charm.

The campaign features a range of engaging touchpoints designed to immerse partners and players in the Gamzix universe, including an interactive exhibition map - a touch-screen journey through the Gamzix’s game worlds, guided by Gary.

Even the merch reflects this transformation: with comfortable clothing and stylish travel accessories, Gamzix invites its partners on a journey in comfort. Everyone is encouraged to fasten their seatbelts as the adventure is just beginning.

Olga Ashykhmina, Head of Brand at Gamzix, comments:

“Finally, we are launching this exciting campaign! This year, we celebrated our 5th anniversary and have undergone a complete renewal, featuring a brand-new game engine, upgraded graphics, and an in-house soundtrack that has already won an award at the Slotsoo Game Provider Awards 2025. Our mascot, Gary, will also debut a fresh look and guide partners through the worlds of Gamzix games. Each title is its own unique world, and together we’ll explore them one by one.”

A World Beyond the Spin

From Las Vegas-style casinos to Wild West saloons, from African savannas to ancient pyramids - Gamzix games are gateways to unexpected adventures. Each slot is a new pin on the map, and every spin is a step into the unknown. Now, with Behind the Reels, that journey is richer than ever.

The campaign will unfold both online and offline, kicking off at the SBC Summit in Lisbon on September 16-18, 2025. Stay tuned for updates and be part of every step of this adventure.