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Susana Giménez has joined the online gambling platform bplay as the brand’s new ambassador, with this being the starting point for the roll-out of a creative campaign focused on the company’s online casino segment.
The campaign, created by the advertising agency TombrasNiña, is based on the idea “Your online casino. And everyone’s too.” According to the companies, this advertising campaign is designed to reinforce the emotional link with Argentine consumers by combining entertainment, popular culture, and gaming.
Susana Giménez, one of the most recognizable TV personalities in Argentina, is the figure chosen by the advertising agency to be the main character in this advertising campaign, given her historical association with entertainment and games.
Partnership: Strengthening Brand Positioning
For the advertising professionals who designed this campaign, this partnership is a very important step in the development strategy for the platform’s expansion in the online casino segment.
Nicolás Defferrari, Chief Creative Director at TombrasNiña, mentioned the symbolic character of this TV personality in Argentine pop culture.
“We are very happy to accompany bplay in this new stage, where the company focuses on online casino and renews its relationship with consumers. Susana is an Argentine icon associated with games and fun, which makes her the perfect partner to bring freshness to the platform.”
For this company, this partnership is an important step in the development strategy for their brand.
Tomás Cortés, Chief Marketing Officer at bplay, stressed the importance of this partnership, given the figure chosen to be part of the brand’s advertising:
“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”, Cortés said.
Football Dominates bplay’s 2025 Search Rankings
At the same time as the campaign was announced, bplay has launched its list of the most searched sports events on the platform in Argentina during 2025.
Not surprisingly, football matches dominated the list of the most searched sports events on the platform in Argentina during 2025.
Matches involving the most prominent football teams in Argentina attracted the greatest interest from users.
Boca Juniors led the ranking with five appearances among the top ten most searched matches of the year. River Plate followed with four entries, while the Argentina national football team appeared twice on the list.
The two editions of Argentina’s iconic Superclásico between Boca and River shared the top position. In April, River secured a 2–1 victory at Estadio Monumental. Later in November, Boca responded with a 2–0 win at La Bombonera.
The second most-searched event was the World Cup qualifying match between Argentina and Brazil at the Monumental. In that game, the team coached by Lionel Scaloni defeated the five-time world champions 4–1.
The campaign with Susana Giménez and the sports search data highlight bplay’s strategy of combining entertainment, sports culture, and online casino offerings as the platform continues to expand its presence in Argentina’s digital gaming market.
Source: SBC Noticias
