Mar del Plata's Municipal Tourism and Culture Agency, Emturyc, has authorized Betano to install a promotional activation at Playa Varese, a public beach area in the Argentinian coastal city.
The authorization permits concessionaire Salimar to deploy a mini golf installation and a branded promotional vehicle along the beach promenade during the peak summer season. It grants Betano access to public space within the Fiscal Tourism Unit at Playa Varese and Cabo Corrientes, an area traditionally reserved for pedestrian circulation and recreational use, enabling commercial branding in one of the city’s highest visibility locations during its busiest tourist period.
The authorization has generated local controversy due to the nature of the promoted activity and the characteristics of the surrounding area. Playa Varese is widely considered a family-oriented beach with a constant presence of children and adolescents, raising concerns among local political and social actors regarding the visibility of gambling advertising in open public spaces.
Salimar, which holds the concession for Playa Varese, operates several strategic coastal locations across Mar del Plata and maintains long-term contractual agreements with the municipality. Under its concession framework, the company is authorized to manage infrastructure and request approvals for temporary commercial activations within designated beach areas.
The promotional action adds a gaming related presence to Mar del Plata’s beach infrastructure during the high season. The activation occupies a section of the esplanade typically used for umbrellas, food services and pedestrian flow.
According to the approved terms, Salimar is required to pay ARS 1,4m ($1.200) for the temporary occupation of public space. The resolution also establishes that the promotional installation must display a responsible gambling warning indicating that compulsive gambling is harmful to health.
Critics argue that the authorized fee is disproportionate to the commercial exposure obtained during the peak tourist season and does not reflect the strategic value of the location.
Betano operates in Buenos Aires Province under a license granted by the provincial gaming authority and is authorized to offer online betting services within the province and the Autonomous City of Buenos Aires.
The case highlights ongoing regulatory challenges in Argentina’s gaming advertising framework, where provincial licensing regimes coexist with municipal control over public space, leaving advertising approvals subject to local discretion.
Mar del Plata usually receives more than 1.5 million tourists in January, its peak summer month. Playa Varese is among the city’s most central and heavily frequented areas during the high season
