In Argentina, the World Cup isn’t just a tournament—it’s a way of life. A religion.

But when your main competitor is the official sponsor of the national team, how do you stand out? You speak directly to the Argentine heart. And if there’s one heart that embodies Argentina like no other, it’s Pepe Argento’s. The legendary sitcom character gave us the perfect way to connect with fans. To bring this to life, we partnered with Pepe, played by Oscar-winning actor Guillermo Francella. With his iconic wit and legendary cábalas, he guided fans through every nerve-wracking moment of the World Cup, reminding them that in Argentina, fans don’t just watch the match—they participate in it too.

Corazón Argento wasn’t just another campaign; it was a love letter to the rituals, superstitions, and undying passion that define Argentine football culture. bplay didn’t just bet on football. It bet on Argentina’s soul, Argentina’s heart. And in the end, that bet paid off - World Champions