Gamzix to unveil Behind the Reels campaign at SBC Summit 2025 in Lisbon

Gamzix, the Maltese game provider, is heading to SBC Summit 2025 in Lisbon on September 16-18, with an exciting presence at Booth B520.

The company will use this influential industry event as the stage to officially launch its highly anticipated marketing campaign, Behind the Reels.

SBC Summit: The First Stop of a Global Journey

SBC Summit 2025 marks the offline debut of Behind the Reels, Gamzix’s immersive new marketing campaign designed to take partners beyond the spin and into the creative world of its games. For Gamzix, the Lisbon event is not only a chance to showcase its latest releases and proven hits in a new exciting format but also to connect directly with partners, operators, and industry leaders at the start of a year-long adventure.

Behind the Reels coincides with Gamzix’s 5th anniversary and a full-scale renewal, including a new game engine, upgraded graphics, and an award-winning in-house soundtrack. For the first time, partners will experience the campaign guided by Gary the Goose, Gamzix’s reimagined mascot – explorer, storyteller, and lucky charm.

What Awaits for Gamzix’s Partners

At SBC Summit 2025, Gamzix invites visitors to step Behind the Reels at Booth B520 and experience a series of interactive activities designed to bring its creative universe to life.

Gary’s Treasure Hunt Claw Machine – Attendees can test their luck and try to win unique collectible Gary the Goose plushies. 

Gary’s Journey Snapshot – Guests can capture their brightest conference moments with themed selfies inspired by different Gamzix game destinations, and take home a printed souvenir.

Behind the Reels Interactive Map – Visitors will explore Egypt, Asia, Rio, and more through a touch-screen journey featuring game demos and immersive storytelling.

Gary’s Cocktail Voyage Bar – Themed drinks, inspired by Gamzix’s game worlds, will offer attendees a refreshing break during the summit.

Gary’s Bonus Hunt Mini-Game – Participants can guide Gary through 30 seconds of obstacles to win exclusive Behind the Reels merchandise. 

Meeting Lounge – A comfortable area will be available for networking, business talks, and building partnerships.

New Merch & Exclusive Gifts – Gamzix will also debut its refreshed line of merchandise, including comfortable clothing and stylish travel accessories. SBC visitors will have the chance to win them through giveaways and challenges.

Olga Ashykhmina, Head of Brand at Gamzix, comments:

SBC Summit 2025 is the perfect stage to introduce Behind the Reels. 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. Lisbon will be the starting point of a year-long journey with our partners worldwide.

From September 16-18, 2025, Gamzix invites all SBC attendees to visit Booth B520 and step Behind the Reels – where every spin tells a story, and every connection begins an exciting adventure.