The bplay company has appointed Susana Giménez to serve as its new casino brand ambassador which represents a significant advance for the company to expand its online casino operations while establishing itself as a leader in Argentina's online gaming sector.
The partnership is being launched through a new advertising campaign created by the agency TombrasNiña. The campaign uses the message "Your online casino. And everyone else's" to create a connection between gaming and entertainment which local audiences will understand.
According to the companies involved, the main goal of the campaign is to build a stronger emotional link with users in Argentina. The campaign will gain strong visibility through her presence which also brings cultural significance to the project.
Creative leaders behind the project say the partnership plays an important role in the brand’s development strategy. Nicolás Defferrari who works as the Chief Creative Director for TombrasNiña explained that the campaign needs Susana Giménez because she is the best choice for their current project.
He explained that she is an iconic figure in Argentine pop culture and has a strong connection to entertainment and games which makes her a suitable match for the platform's new stage of growth.
Tomás Cortés who serves as the Chief Marketing Officer at bplay described the partnership with Susana Giménez as a major achievement which will benefit the company. He said the platform is expanding its entertainment offer and wanted to do it with a well-known national figure.
Cortés added that the campaign reflects bplay’s goal of strengthening its position in the online casino space while also focusing on responsible gaming. He noted that combining popular culture with digital entertainment helps create a more complete user experience.
The campaign launch occurs during the period when bplay handles its user data because of its ongoing interest in sports content. The company released data about Argentine sports events which showed the most popular searches during 2025.
Football dominated the rankings by a large margin. Throughout the entire year, users showed their highest level of interest when watching matches that featured major local clubs. Boca Juniors appeared five times in the top ten most searched matches. The Argentina national football team also appeared twice on the list. This demonstrates a strong public interest in international football matches.
The search trends demonstrate that football serves as the primary source of user activity. The data demonstrates that sports and entertainment maintain a close relationship in the platform's strategy, which now includes the new campaign featuring Susana Giménez.
bplay is positioning itself as more than just a betting platform. The company plans to create an extensive digital platform that combines sports data with online casino operations and marketing campaigns for entertainment purposes.
The online gaming industry has developed a larger trend that uses well-known public figures to create customer trust, while businesses use Susana Giménez as their casino brand ambassador to gain market recognition in their competitive environment.
The site plans to use digital media and social platforms for its marketing campaign, which will start after the campaign launch. The company will continue to market its sports and casino products to support its overall business expansion plan.
The platform intends to establish itself as a leader in Argentina's online gaming market by using active football engagement and its upcoming entertainment campaign. The partnership with Susana Giménez marks a key step in that direction, combining culture, sport, and digital gaming into a single approach for users.
