A Look Back at the Year That Was | Premagic Wrapped

This is not just another 2025 wrap. I know you’ve probably seen plenty of those already. This is a genuine thank-you note from the team at Premagic, and from me personally, to everyone who played a part in our growth this year. I wanted to share a few highlights from 2025: what we learned, what worked, what didn’t, and where we’re headed next. 

I honestly don’t remember staying in one place for more than fifteen days this year. Almost every month meant a new city, a new event, and a new set of conversations. It was one of the busiest years of my life and easily one of the most meaningful.

Before I get into the stories, here’s what it all added up to. We helped events around the world drive registrations and generate massive organic social sharing through attendee-led moments. We also won the Best Use of Technology for Marketing an Event at the Event Technology Awards 2025 in London.

But the wins that I'm most proud of can't be measured. This was the year Premagic went from "What do you do?" to "Oh, I've experienced Premagic at an event." That shift means everything.

We Did a Lot More Events This Year

Events are booming, not just recovering post-pandemic, but growing stronger every year. More companies are realising what many of us in this industry already know: events aren't brand moments or nice-to-haves. They're one of the most powerful channels for building trust, relationships, and long-term growth.

So we stayed close to our community. International Confex. Dubai AI Festival. Middle East Event Show. CEMA Summit. Saudi Event Show. GITEX GLOBAL. Event Tech Live. IBTM.

We didn’t just attend. We listened. We learned. We adjusted. Along the way, Premagic was adopted by brands like dmg events, Khaleej Times, Malabar Gold & Diamonds, Barkleys and more, with promising conversations underway with several global enterprises.

Building Community Along the Way

One thing that worked well for us this year was running shoulder events. Small, focused gatherings of people from across the events ecosystem. Just space to talk, exchange ideas, and learn from each other over coffee or dinner. These moments don’t always translate into immediate revenue, but they build trust, relationships, and long-term partnerships.

Spending significant time in Dubai reinforced this for me. It’s a city built on connection. You get the best of every country in one place. People come here to meet, expand their circles, and build networks. There’s little room for hierarchy, only ambition and openness. I saw that play out again and again this year, and it quietly shaped how we think about building community around Premagic. Some of our most meaningful connections this year didn’t come from packed halls, but from these smaller, intentional conversations.

The wins we’re proud of

• GITEX Global was a breakthrough: We helped turn 16,000 attendees into event marketers, with 16,000 posters created using Premagic, a massive jump from earlier editions. The campaigns were stronger, more intentional, and more effective. We documented everything in The Event Advocacy Playbook so others could replicate the impact. It validated a belief we’ve held from day one: the most powerful marketing channel for any event is its attendees.
• The DWTC expansion was years in the making: Net dollar retention crossed 400%, with discussions ongoing to expand across more shows. What most people didn’t see was the long road to get there, days spent outside the DWTC office, sitting in a coffee shop, hoping for fifteen minutes with someone from the GITEX team. Seeing that persistence turn into long-term trust and expansion was deeply fulfilling.
• We proved engagement and revenue can live together: At the Middle East Event Show , our sponsorship module was successfully sold. Informa Connect added it to their decks, creating an additional revenue stream. That moment shifted how we think about photo distribution, not just as convenience, but as a revenue-generating asset. Huge thanks to Amar Daginawala and his team for trusting us.
• Industry recognition followed: We won the Event Technology Award for Best Use of Technology for Marketing an Event. G2 named us a High Momentum Leader, Grid Leader, and High Performer across event categories. These matter to us because they validate that attendee-first marketing works.

What We Built Internally

This is my third startup. So from day one, the focus wasn’t on chasing speed. It was on building something that could last. Profitability mattered early, and this year, we achieved it. Not through shortcuts or forcing growth but through clarity.

I've learned to play to survive before playing to win. That meant slower, but intentional growth. Every step planned. A stronger base. The logic is simple: if we stumble, we fall a level or two, not to the ground. We stand back up.

Not every experiment worked. Our PLG referral initiatives didn't deliver what we hoped. The venue partnership program that we'd planned didn't materialize. But each failure sharpened our focus. We're regrouping on venues with a different approach, and the referral learnings helped us double down on what actually drives growth.

Building Ownership Across the Team

A big part of this year was strengthening how we work together. Ownership was shared across the team. People had the context they needed, took decisions, and executed with confidence. Accountability came naturally because everyone understood what we were trying to achieve.

This showed up in real situations. The team handled execution at the Saudi Event Show and Qatar Event Show while I was elsewhere. When an Air India flight was cancelled a day before The Meetings Show in London, the team onboarded a local photographer and delivered the event smoothly.

Events are unpredictable. Things change at the last minute. Having people who can adapt, think clearly, and move forward made all the difference. Premagic is being built through trust, shared responsibility, and people showing up for each other. That foundation mattered a lot this year.

What's Ahead

We’re in early conversations around funding to support our expansion into the US. That work is underway, and we’ll share soon. At the same time, our direction for 2026 is taking shape. We’re spending our energy on building deeper integrations, improving automation, and continuing to design everything around the attendee experience.

A line from Dahlia El Gazzar stayed with me this year: we should stop calling it “event tech” and start calling it “tech for events.” That distinction matters. It reflects how events actually operate in the real world, not how software companies imagine they should. That’s the lens we’re using going forward. Build technology that fits naturally into events, supports organisers where it matters, and keeps people at the centre of every interaction.

Thank You

To everyone who trusted us with their events this year, you’ve helped shape what Premagic is becoming. Thank you for pushing us to do better. For questioning us when something didn’t feel right. And for celebrating the wins with us along the way.  It’s what keeps us grounded, honest, and constantly improving. We’re grateful for the opportunity to build alongside you, and excited to keep doing it together. Wishing you a restful break, meaningful moments with your people, and an even more impactful 2026.