Bplay has launched online casino and sports betting services in Santiago del Estero, Argentina, through a commercial partnership with Casinos del Sol, the province's local gaming concessionaire.
The platform is the only online casino currently authorized to operate legally in the jurisdiction.
The launch extends Bplay's provincial footprint to eight jurisdictions across Argentina. The operator, which is owned by the Boldt Group, a company with more than seven decades of presence in the Argentinian entertainment industry, had previously established operations in the City and Province of Buenos Aires, Santa Fe, Entre Ríos, Córdoba, Mendoza and Jujuy.
The partnership with Casinos del Sol provides Bplay with its required local licensing link to enter the province. Under Argentina's decentralized regulatory framework, online gambling is authorized at the provincial level, meaning operators must secure individual approvals in each jurisdiction where they wish to offer services.
Bplay has also promoted a FIFA World Cup 2026 advertising campaign titled "Silencio" across digital media and audiovisual channels ahead of the tournament.
Bplay has also increased its brand visibility through a series of ambassador partnerships. In March 2026, the operator appointed television personality Susana Giménez as the face of its online casino vertical as part of a multi-platform campaign aimed at strengthening its position in Argentina's digital casino segment.
The company has also worked with Argentina and Aston Villa goalkeeper Emiliano Martínez as a sports ambassador, a partnership that drew international attention earlier this year when England's Football Association (FA) opened an investigation into whether the arrangement complied with its rules governing betting-related endorsements by active players.
Bplay's streaming series "Intuiciones," a sports interview program broadcast on Telefé, won the Martín Fierro 2026 award for Best Brand Content
