Argentine iGaming powerhouse bplay has announced a landmark partnership with the legendary television personality Susana Giménez, appointing her as the brand’s new official ambassador.
The collaboration serves as the cornerstone of a sophisticated new creative campaign titled “Your online casino. And everyone’s too,” designed to deepen the platform’s emotional resonance with the local population by blending high-tier entertainment with popular culture.
A Milestone for Argentine Pop Culture and Gaming
The campaign, architected by the advertising agency TombrasNiña, leverages Giménez’s status as a national icon with a historical association with games and fun. According to Nicolás Defferrari, Chief Creative Director at TombrasNiña, Susana was the “perfect partner” to revitalize the brand’s relationship with consumers as it shifts its primary focus toward the online casino segment.
Tomás Cortés, Chief Marketing Officer at bplay, emphasized the strategic weight of this signing:
“The addition of Susana is a milestone in our company’s history. We wanted to take one step further in our entertainment offer and do it together with an Argentine icon who has been linked throughout history to gaming and entertainment. With this campaign, we strengthen our position as leaders in the online casino industry while bringing together popular culture, proximity, and responsible gaming in an experience designed for our users”.
2025 Data: Football Remains the Dominant Force
Coinciding with the celebrity announcement, bplay released its 2025 search rankings, revealing that football continues to be the primary driver of user engagement in Argentina. Matches featuring the nation’s most storied clubs and the national team dominated the top of the charts:
- Boca Juniors led the rankings with five separate appearances in the top ten most-searched matches.
- River Plate followed closely, securing four entries on the list.
- The Superclásico editions in April and November, resulting in a 2–1 win for River and a 2–0 win for Boca, respectively, shared the top spot for total search volume.
- The Argentina National Team appeared twice, with the 4–1 World Cup qualifying victory over Brazil ranking as the second most-searched event of the year.
By combining the star power of Susana Giménez with the raw data of Argentine sports passion, bplay aims to solidify its market-leading position through a strategy that balances celebrity-led casino growth with a robust sportsbook offering.
