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Mascots in B2B? Gamzix Proves It Works with Gary the Goose

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Mascots in B2B? Gamzix Proves It Works with Gary the Goose
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Gary the Goose, the official mascot of Gamzix, has stepped beyond the digital realm and made a real-world appearance. Once a quirky, fictional character seen on LinkedIn, Gary transitioned into a fully realized mascot at SiGMA Europe in Malta. Although mascots are primarily linked to B2C marketing, Gamzix, a leading provider of full-cycle slot games, took an innovative step by introducing Gary into the B2B space. The outcome was the creation of a memorable and captivating character who has captured the hearts of many.

Why Choose a Mascot? The Importance of Gary the Goose in Gamzix’s Brand Strategy

In today’s competitive market, mascots are an important tool for creating a unique and relatable brand identity. Gamzix understands the value of these connections. Gary embodies the brand’s core values of creativity, approachability, and warmth, injecting a sense of personality into the typically formal B2B space. His playful character aligns perfectly with Gamzix’s brand, building stronger ties with casino partners and leaving a lasting impression in the iGaming industry.

Gary’s creation was a thoughtful and deliberate process, designed to reflect the essence of Gamzix. After considering several ideas, the team decided on a quirky, imperfect goose wearing pixelated black sunglasses—a symbol of his forward-thinking perspective and drive for a bright future.

Gary had already become a beloved presence at Gamzix, regularly appearing in LinkedIn posts and on branded merchandise at various events. Despite his popularity in the digital world, many people were eager to meet him in person. Responding to this demand, Gamzix decided to introduce Gary exclusively to its partners at SiGMA Europe in Malta.

Gary the Goose Makes His Live Debut at SiGMA Europe

At SiGMA Europe in Malta, Gary made his long-awaited debut as the central attraction at the Gamzix booth. He interacted with visitors, distributed Gamzix-branded Nike sneakers, posed for photos, and demonstrated the company’s commitment to creating engaging, memorable experiences.

Gary’s vibrant personality drew large crowds, boosting social media engagement and raising the brand’s profile. His presence also created new business opportunities and helped move discussions forward with both existing and potential partners.

 

 

 

 

 

 

 

 

 

 

The Influence of Mascots in Digital Marketing and Social Media

Mascots are a powerful tool for bringing a brand’s personality to life, especially in digital marketing. Gary’s image has been used in a variety of marketing campaigns, from game announcements to social media content. Whether dressed in a festival tailcoat with a glass of sparkling wine for good luck or appearing in other playful outfits, Gary enables Gamzix to connect with its audience in a fun and approachable manner. His endearing imperfections, such as his amusing potbelly, make him more relatable and human, fostering deeper engagement and expanding the brand’s social media reach.

A Long-Term Strategy for Building Brand Loyalty and Recognition

Mascots help enhance brand recognition both online and offline. Gamzix plans to continue using Gary the Goose to strengthen its brand identity and cultivate lasting relationships with its partners. His unique combination of playful charm and professionalism embodies the core of Gamzix, creating trust and loyalty through both digital campaigns and live events.

Olga Ashykhmina, Digital Marketing Lead at Gamzix, comments, “Research shows that mascots can increase brand recognition by up to 30%. With Gary, we’re changing the way B2B branding is approached, showing that creativity and a personal touch can turn professional partnerships into engaging and impactful experiences.”

Gary the Goose is more than just a mascot; he represents trust and recognition. His infectious personality and unique charm have made him a standout figure, with everyone wanting to interact with him. Through Gary, Gamzix continues to blend creativity and professionalism, creating meaningful connections that leave a lasting impact.

eSports

BETBY ENHANCES ESPORTS EXPERIENCE WITH EXPANDED OUTRIGHTS AND PLAYER PROPS PORTFOLIO

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BETBY ENHANCES ESPORTS EXPERIENCE WITH EXPANDED OUTRIGHTS AND PLAYER PROPS PORTFOLIO
Reading Time: 2 minutes

 

BETBY, a premium sportsbook provider, has released a major update to its esports portfolio, introducing an unmatched selection of new outrights and player prop markets. With these additions, BETBY now offers three times more outright options than the market average and a completely unique range of player-specific betting markets, setting a new standard for player engagement opportunities through esports content.

BETBY’s expanded outright offerings deliver diversity and unmatched depth in the industry. For instance when it comes to Counter-Strike 2 (CS2), bettors can now access markets that go beyond the standard winners and most played maps, with new betting markets such as Tournament Most Valuable Player (MVP), Magnum Sniper Rifle (AWP) Kill Comparisons, and numerous others now available. In Dota, unique markets like Most Popular Hero (Picks + Bans) and Hero with Highest Kill Death Assist (KDA) provide a more engaging and data-driven betting experience. These markets are updated throughout the entirety of tournaments, ensuring players can place bets during breaks occurring between game days or stages. The update extends beyond Dota and CS2, as BETBY now offers unique outright markets as well for games like Escape from Tarkov: Arena and Standoff 2 – content which is currently not being offered elsewhere in the esports landscape.

The second significant enhancement is the introduction of a much broader esports player props portfolio, which is entirely developed by BETBY’s team of expert traders. This allows players to place bets on individual performances across all S-Tier, A-Tier, B-Tier, and C-Tier tournaments for main esports disciplines, and not only on the occurrence of major events.

These additions further bolster BETBY’s esports portfolio, following a series of major updates that underline the company’s focus on innovation and its dedication to providing engaging content for its partners and their end-users.

Kirill Nekrasov, Head of BETBY Games, commented: “We decided to accelerate the launch of new outrights and player prop markets for esports because we see a gap in the industry. We wanted to develop our own solutions and noticed that even though providers offer classic pre-tournament outrights, none of them provide continuously updated outrights when the events are in progress. Regarding player props, it’s relatively new content as part of our esports feed. If we talk about traditional sports, like soccer or basketball, it’s the standard for the industry. But I foresee that when it comes to esports it will as well be an absolute must-have in the future, with the performance and statistics of teams and players now becoming more widely available. Despite the fact that player props are not a new thing in the esports industry, these markets are offered only throughout top-tier tournaments and only for a limited number of teams. What we did was push this feature not only for top tournaments, but also B-Tier and C-Tier tournaments, whilst at the same time broadening player props coverage to a wider teams coverage.”

BETBY will be showcasing its premium sportsbook solutions and services at the upcoming ICE 2025 in Barcelona.

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Latest News

3 Day Countdown Starts for Ortak x B.F.T.H. Arena Awards 3.0

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Following months of excitement and build-up, the final stretch for the Ortak x B.F.T.H. Arena Awards 3.0 is here as the highly anticipated event is merely three days away. From December 12-14, industry leaders will gather under one roof at the grand InterContinental Hotel in UAE’s Ras Al Khaimah, bringing to life the ultimate blend of iGaming and Web3.

Revamped Nomination List

The third edition of the successful Ortak x B.F.T.H. Arena Awards is bigger than it has ever been. The nominations list this year includes industry familiar categories such as the Best Online Casino Game, Best FTN Casino Game, Rising Star Provider and Best Innovative Gamification Feature.

On top of this, the nominations list is shifting into higher gear by being merged with Ortak themes, leading to the following new Ortak-related casino categories:

  • Best Ortak Live Casino Game Category
  • Best Ortak Casino Game Category
  • Best Ortak Slot Game Category
  • Best Ortak Crash Game Category

For the first time ever, Ortak-assigned awards have been introduced that are judged independently by the Ortak committee, based on real-life data. These include:

  • Highest Value Ortak Collection
  • Highest Turnover Ortak Collection
  • Most Valued Ortak NFT
  • Top Ortak Collector
  • Best Ortak of the Year

In order to boost engagement even more, separate voting was held to reveal the Game of Public Choice. All voting processes are overseen by a third-party international auditing firm to ensure maximum transparency.

New Concepts Unveiled

The unprecedented scope of Ortak x B.F.T.H. Arena Awards 3.0 opens up new opportunities for recognising and celebrating new ideas and novel concepts. The stakes are raised high as more than 160 submissions have come in from 70+ game providers.

During the event, BetConstruct Co-Founder and visionary Vigen Badalyan will share business insights on upcoming ventures and introduce new visions for the innovative Ortak platform.

Winners of the Ortak x B.F.T.H. Arena Awards 3.0 will be revealed in an epic ceremony on the 13th of December and attendees can expect a showdown unlike anything the industry has seen. All eyes are on Ras Al Khaimah for a proper send off to 2024!

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Kambi Group plc repurchase of shares during 4 December – 10 December 2024

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Kambi Group plc (“Kambi”) has during the period 4 December to 10 December 2024 (the “Buyback Period”) repurchased a total of 50,000 ordinary B shares (ISIN: MT0000780107) as part of the share buyback programme, within the mandate approved at the Extraordinary General Meeting on 20 June 2024 (the “Programme”).

The objective of the Programme is to achieve added value for Kambi’s shareholders and to give the Board increased flexibility with Kambi´s capital structure by reducing the capital. The Programme is being carried out in accordance with the Maltese Companies Act, EU Market Abuse Regulation No 596/2014 (“MAR”) and other applicable rules.

During the Buyback Period, Kambi repurchased a total of 50,000 ordinary B shares at a volume-weighted average price of 103.64 SEK. From the beginning of the Programme, which started on 6 November, until and including 10 December 2024, Kambi has repurchased a total of 254,000 ordinary B shares at a volume-weighted average price of 106.40 SEK per share.

All acquisitions have been carried out on Nasdaq First North Growth Market in Stockholm by Carnegie Investment Bank AB on behalf of Kambi. Following the acquisitions and as of 10 December 2024, Kambi’s holding of its own shares amounted to 254,000 and the total number of issued shares in Kambi is 29,903,619 ordinary B shares. Under the Programme Kambi is authorised to repurchase a maximum of 3,127,830 ordinary B shares, up to a maximum amount of €12.0 million.

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