Argentinian online gaming operator bplay has appointed television personality Susana Giménez as the lead ambassador for its online casino vertical, unveiling a campaign built around the tagline “Her online casino. And yours too.”
The initiative marks a strategic move by the company to reinforce its positioning in the digital casino segment by associating the brand with one of Argentina’s most recognizable entertainment figures.
Developed by agency TombrasNiña and produced by Mama Hungara, the campaign repurposes Giménez’s iconic on-screen greeting as the entry point into the platform’s casino experience. Advertising spots are being distributed across television, digital platforms and social media.
Tomás Cortés, CMO of bplay, said: “The incorporation of Susana marks a milestone in the evolution of bplay. We wanted to take a step forward in our entertainment proposition and do it alongside an Argentinian icon historically associated with gaming and fun. With this campaign, we reinforce our positioning in online casino, combining popular culture, closeness and responsible gaming in an experience designed for our users.”
Nicolás Defferrari, CCO at TombrasNiña, said the collaboration reflects the brand’s intention to refresh its relationship with audiences.
He said: “We are very happy to accompany bplay in this new stage, where it focuses on online casino and renews its bond with consumers. Susana is an Argentinian icon associated with gaming and fun, which is why she is the perfect partner to bring freshness to the platform.”
Hernán Corera, Associate Director and Creative Director at Mama Hungara, highlighted the creative process behind the production.
He stated: “It was the first time we worked together with Ariel Winograd, and from day one we built a very professional yet intuitive dynamic. It was a very back-to-back shoot. It helped a lot that the TombrasNiña script was excellent: they used Susana’s own words, you could tell they understood her humor.”
Beyond the branding initiative, bplay said the campaign aligns with its responsible gaming framework, which includes tools such as deposit limits, session reminders and identity verification in line with Argentinian provincial regulations.
The Giménez partnership comes after Argentina national team goalkeeper Emiliano “Dibu” Martínez, who previously served as the brand’s sports ambassador.
Susana Giménez is one of Argentina’s most recognizable television figures. Her long-running show “Susana Giménez” has aired on Telefe for decades and frequently featured casino-style games and giveaways
