Argentine iGaming operator bplay has announced one of the most culturally resonant ambassador signings in the region’s online gambling history. Susana Giménez, one of Argentina’s most iconic television personalities, has been named as the new brand ambassador for bplay’s online casino vertical a move that signals both a bold marketing pivot and a deeper commitment to embedding the brand into Argentina’s popular culture.
The partnership is anchored by a new creative campaign developed by agency TombrasNiña and produced by Mama Húngara, directed by Ariel Winograd and Hernán Corera. The campaign’s tagline, “Su casino online. Y el tuyo también” meaning “Her online casino. And yours too” cleverly reimagines the iconic “Hola Susana” greeting that became synonymous with Giménez’s long-running television variety show, transporting it into the digital entertainment space.
The campaign spans television, digital media and social platforms, designed to reach the widest possible cross-section of Argentine adults. By building on a cultural touchstone one of the most recognisable greetings in Argentine entertainment history bplay is making a clear bet that emotional familiarity and national identity are as powerful as any performance marketing tool.
For audiences outside Latin America, the significance of this signing requires context. Born in 1944, Susana Giménez is an actress, model, businesswoman and television host who has spent more than five decades at the centre of Argentina’s entertainment landscape. Her self-titled variety show is widely regarded as one of the highest-rated programmes in Argentine television history, often compared in format and cultural weight to the shows of Oprah Winfrey and Raffaella Carrà. In 2012, she was recognised as the biggest celebrity in Argentine television.
At 82 years old, Giménez brings instant credibility, warmth, and unmistakable name recognition qualities that bplay is deliberately channelling to position its casino offering as a trusted, aspirational and culturally grounded experience.
bplay is the online operator arm of Grupo Boldt, one of Argentina’s most established gaming and entertainment conglomerates. The Giménez appointment forms part of a broader branding strategy centred around four core pillars: representing the casino experience from an elegant and aspirational standpoint, bringing credibility and warmth to a fully digital experience, bridging entertainment and responsible gambling, and building a distinctly Argentine brand narrative.
The operator has previously worked with high-profile ambassadors, including Emiliano “Dibu” Martínez, Argentina’s World Cup-winning goalkeeper, who served as its sports betting ambassador. The shift to Giménez marks a deliberate expansion into the casino vertical with an equally prominent but tonally different figure one associated with sophistication, humour and classic Argentine glamour rather than elite sport.
Notably, responsible gambling is woven directly into the campaign’s DNA. bplay has framed Giménez’s role explicitly around the message that casino gaming is adult entertainment to be enjoyed with awareness, planning and limits. The operator has simultaneously launched a podcast titled “ENTRETIEMPO,” which explores the intersection of betting, sport, technology and emotional wellbeing with input from specialists reinforcing that this is a brand strategy, not just a celebrity endorsement.
Argentina’s online gaming market remains a fragmented regulatory landscape, with provincial licensing frameworks operating independently. In this environment, brand trust and cultural relevance are particularly powerful differentiators. By aligning with a figure who embodies national identity and cross-generational appeal, bplay is making a statement about where it intends to sit in the Argentine consumer’s mind: not just as a gaming platform, but as a mainstream entertainment destination.
The Giménez appointment underscores a broader maturation of iGaming marketing in Latin America moving beyond performance advertising into brand-building investment more commonly associated with consumer goods or financial services. For an industry still building public trust across the region, that shift may prove as significant as the signing itself.
