Business
How Escape 60 Created a New Entertainment Category
Jeannette Galbinski details her shift from engineering to marketing and launching the company amid an economic crisis.
In an interview on Marketing - The Podcast, Jeannette Galbinski discusses transitioning from engineering to marketing and co-founding Escape 60. She details the company's partnership structure, introducing an unprecedented game category to Brazil, and the impact of their national media debut.
Jeannette Galbinski, Chief Marketing Officer at Escape 60, spoke with Bruno Gimenes on Marketing - The Podcast about her career path, transitioning from engineering to communications, and the behind-the-scenes launch of the brand in Brazil.
A graduate of USP's Polytechnic School, Galbinski began her career when traditional professional paths dominated. "Back when I graduated, people thought there were very few careers, right? You were a doctor, you were an engineer, you were this or that. Marketing was something relatively new, so it wasn't an option for me at the time," she notes. Her introduction to the field came out of a need at her consulting firm: after identifying the need to build a sales department, she enrolled at ESPM, shifting her professional focus to brand management.
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In the video above, the executive shares details about how each partner contributed to shaping the business model and how the team designed their first puzzles for the Brazilian audience.
Partnership and Division of Expertise
The founding of Escape 60 brought together four partners with complementary skill sets to build the operating model. Galbinski explains how responsibilities were divided from the start: "Karina specializes in set design, José in business and construction, and Márcio is the mastermind behind the rooms—he handles all the puzzles."
With product, infrastructure, and finance covered, Galbinski took charge of marketing and branding. The core objective was not merely opening a commercial operation, but introducing an entirely new format to the Brazilian market. "So I went into marketing, and for me, it was building a brand, building a logo—actually, we built an entertainment category that didn't exist in Brazil," she emphasizes.
Launch and Validation During a Crisis
Escape 60 launched operations in June 2014, amidst an economic downturn in Brazil. The proposal to open a brick-and-mortar venue dedicated to live-action games initially faced market skepticism. According to Galbinski, people often asked: "Are you crazy? You're opening an entertainment venue—who's going to go to that?"
The response from the public and the media was immediate. The day after opening, the venue was featured on the cover of Veja magazine, drawing coverage from TV networks like Globo and SBT, as well as digital content creators. For Galbinski, the challenging economic climate proved to be a catalyst: "There it is—opportunities during a crisis are crucial. Sometimes the greatest opportunities emerge in a crisis."
Daily Routine and Operational Involvement
Reflecting on her routine and personal connection to the business, Galbinski highlights that being close to end consumers and seeing players' reactions fuels her daily motivation. "Whether it's Saturday, Sunday, a holiday, or late at night, it doesn't matter—it's a genuine love for the work. Escape 60 brought a true passion because we see the joy on people's faces," she shares.
In addition to recounting the company's inception, the full episode explores topics such as gamification in corporate environments, tech innovation inside the escape rooms, and the use of artificial intelligence to boost team productivity.
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