Olga Ashykhmina, Gamzix: “Looking ahead, our focus is on global reach through the Behind the Reels campaign”
Olga Ashykhmina, head of brand at Gamzix, shares how the company is preparing for SBC Summit Lisbon.
Exclusive interview.- Olga Ashykhmina, head of brand at Gamzix, spoke to Focus Gaming News ahead of SBC Summit Lisbon 2025, on September 16-18. In an exclusive interview, she shared the company’s main goals for the expo and the upcoming launches.
She also discussed topics such as performance optimisation for mobile, how to balance nostalgic gameplay with modern features, the importance of sound in immersive gameplay and Gamzix’s next objectives.
What are Gamzix’s main goals for SBC Summit 2025? Are there any sneak peeks or announcements you’re planning to unveil during the event?
Our main goal is to strengthen Gamzix’s visibility as a creative and reliable partner while highlighting the innovations that define our roadmap. At SBC Summit 2025, we will officially launch our new global brand campaign, Behind the Reels. This initiative invites partners to explore the artistry, stories, and emotions that bring Gamzix slots to life, guided by our refreshed mascot, Gary the Goose. The campaign includes an interactive exhibition map, exclusive partner surprises, and immersive experiences that showcase Gamzix’s universe beyond the spin.
Gamzix recently wrapped up its Streamers Race 2025 featuring Yummy Dumplings: Hold the Spin. What inspired this initiative, and how do you see the role of streamers evolving in the iGaming marketing ecosystem?
The Streamers Race ran from June 23 to July 7 with 18 streamers broadcasting across Twitch, YouTube, and Kick. More than 67,000 views were recorded, confirming the strong synergy between iGaming and streaming. “Yummy Dumplings: Hold the Spin” was an ideal stage, thanks to its Heap of Dumplings mechanic, four jackpots, and sound design crafted from real kitchen tools. Streamers competed for the highest multipliers, with a live leaderboard driving excitement for both players and viewers.
“Our main goal is to strengthen Gamzix’s visibility as a creative and reliable partner while highlighting the innovations that define our roadmap.”
Olga Ashykhmina, head of brand at Gamzix.
This initiative reflects our belief that streamer engagement is a strategic priority. Streamers build authentic connections with audiences and create content that resonates far beyond traditional marketing. For operators, it brings visibility; for players, it delivers entertainment; and for streamers, it provides competitive, shareable content. We see their role expanding as a core element of iGaming promotion and community building.
The revamped 40 Chilli Fruits Superior was highlighted for its lightweight 4MB build and upgraded visuals. How important is performance optimisation for mobile in your product roadmap, and what feedback have you received from operators so far?
Performance optimisation for mobile is fundamental to our roadmap. The 4MB “40 Chilli Fruits Superior” proves that it is possible to deliver vibrant visuals with fast load times. GGR results confirm that these builds improve accessibility, especially in markets with weaker connectivity, and lead to higher retention and engagement. For us, lightweight performance is not a compromise but an essential feature.
Gamzix has stressed the importance of sound in immersive gameplay. Could you elaborate on the impact of your new in-house sound design team and how it enhances the emotional engagement of players?
Sound is central to immersion. With our in-house sound design team, we ensure that every game has a distinctive audio identity that amplifies emotions, enhances anticipation, and keeps players engaged. This approach recently earned recognition at the Slotsoo Game Provider Awards 2025. Feedback shows that tailored soundtracks increase emotional connection and extend session times, making audio one of our strongest retention drivers.
“Performance optimisation for mobile is fundamental to our roadmap.”
Olga Ashykhmina, head of brand at Gamzix.
Classic slot mechanics seem to be a core pillar of your retention strategy. How does Gamzix balance nostalgic gameplay with modern features to appeal to both veteran players and a younger audience?
We respect the value of classic mechanics that experienced players know and trust. At the same time, we enrich them with modern features such as bonus buys, jackpots, and enhanced graphics. This balance allows us to cater to both audiences: delivering the nostalgia of familiar gameplay while ensuring younger players experience the dynamism they expect from today’s igaming.
Gamzix emphasises end-to-end support and data transparency in partnerships. How does this philosophy translate into tangible benefits for your operator partners in day-to-day operations?
Transparency and support are part of our DNA. Operators benefit from access to real-time insights and agile technical assistance, which help them optimise campaigns and resolve challenges quickly. End-to-end support reduces operational complexity, accelerates decision-making, and ensures smoother cooperation, ultimately translating into stronger business performance.
How does the company assess the work done during the first half of the year, and what are its next goals?
The first half of 2025 was significant: we celebrated our 5th anniversary, launched a new game engine that enabled upgraded graphics and improved game performance, executed the Streamers Race 2025, and introduced our year-long marketing campaign Behind the Reels. We also expanded our partner network and strengthened our product lineup. Looking ahead, our focus is on global reach through the Behind the Reels campaign, scaling promotional initiatives, and delivering a pipeline of exciting Gamzix titles to strengthen our market position and support our partners.
