Susana Giménez Joins bplay as Brand Ambassador

Online gambling platform bplay has appointed Argentine television icon Susana Giménez as its newest brand ambassador, launching a creative campaign focused on promoting the company’s online casino offering.

The campaign, developed by advertising agency TombrasNiña, carries the message “Your online casino. And everyone’s too.” According to the companies involved, the initiative aims to strengthen bplay’s connection with Argentine audiences by blending entertainment, gaming and elements of popular culture.

Giménez, widely recognized as one of Argentina’s most influential television personalities, was selected as the central figure of the campaign due to her long-standing association with entertainment and game shows.

Partnership Supports Brand Growth

The creative team behind the campaign views the partnership as a key milestone in bplay’s strategy to expand its presence in the online casino segment.

Nicolás Defferrari, Chief Creative Director at TombrasNiña, highlighted the symbolic importance of Giménez in Argentina’s entertainment landscape.

“We are very happy to accompany bplay in this new stage, where the company is focusing on online casino and renewing its connection with consumers. Susana is an Argentine icon closely linked to games and entertainment, making her the ideal partner to bring freshness to the platform,” he said.

For bplay, the collaboration represents an important step in strengthening the brand’s market position.

Tomás Cortés, Chief Marketing Officer at bplay, emphasized the significance of the partnership and the choice of ambassador.

“The addition of Susana marks a milestone for our company. We wanted to elevate our entertainment offering and do it alongside an Argentine icon who has always been connected to games and entertainment. Through this campaign, we reinforce our leadership in the online casino space while combining popular culture, proximity and responsible gaming in an experience designed for our users” Cortés stated.

Football Leads bplay’s 2025 Search Trends

Alongside the campaign announcement, bplay also revealed its ranking of the most searched sports events on the platform in Argentina during 2025.

Football dominated the list, reflecting the sport’s strong popularity among users of the platform.

Matches involving Argentina’s most prominent clubs attracted the highest interest. Boca Juniors appeared five times in the top ten searches, while River Plate featured four times. The Argentina national team also appeared twice on the list.

The two Superclásico matches between Boca Juniors and River Plate topped the ranking. In April, River Plate secured a 2–1 victory at the Estadio Monumental, while Boca Juniors later claimed a 2–0 win at La Bombonera in November.

The second most searched event was the World Cup qualifying match between Argentina and Brazil, played at the Monumental, where the team coached by Lionel Scaloni defeated Brazil 4–1.

Entertainment and Sports at the Core of Strategy

The partnership with Susana Giménez and the release of sports search data highlight bplay’s strategy of combining entertainment, sports culture and online casino gaming as it expands its footprint in Argentina’s digital gaming market.

By linking a well-known television personality with its gaming platform while also emphasizing popular sporting events, bplay aims to deepen its engagement with local audiences and strengthen its position within the country’s growing online gambling sector.