Codere Online Maidens Buenos Aires Ad Campaign

In a bid to promote its entry into the ever-growing Buenos Aires online gambling market, the Spanish brand Codere Online has launched its first advertising campaign, titled “The Next Big Move Is Yours”, which has seemingly been greeted with enthusiasm by the market.

Created by the specialist advertising agency, Italia, the highly innovative advert devises situations that happen every day, where the protagonist is a customer of Codere Online who demonstrates their enthusiasm for using the extensive range of games and sports betting products.

What is also noted is the ease with which it is for potential customers in the provinces of Buenos Aires to access the site while also promoting the special offer.

Alberto Telias - Chief Marketing Officer of Codere Online

With the launch of this campaign, we continue to strengthen the Codere brand in the region and develop content, experiences, and products that, together with the main soccer teams, bring us closer to the customer.

Alberto TeliasChief Marketing Officer of Codere Online

Meanwhile, a spokesperson for the Italia agency indicated how important it is for the brand: “We are very happy to be part not only of the launch of a new brand on the market but of an entire category that comes to offer new experiences in the field of gaming and sports betting.”

Codere Expanding across LatAm Markets

Arguably one of Spain’s principal online gambling brands, Codere has swiftly grown its reputation over the last few years for delivering a seamless iGaming experience for players that spans casino, bingo, and sports betting, hitting a number of key verticals.

Last year, the brand reported a significant growth in a number of Latin American markets, with Mexico and Colombia leading the way in terms of figures, which serves as good news for expansion into Argentina.

Moshe Edree - COO at Codere

Our second-quarter results reflect the strong revenue trends in Spain and substantial growth achieved across Latin America, with a 43% year-on-year increase in our total net gaming revenue. This performance was driven by a 142% increase in average active players in the second quarter.

Beginning in the second quarter of 2021, we started to face the expected regulatory headwinds in the Spanish market that have limited our (and all online gaming operators) ability to offer player bonuses and other marketing activities (advertising and sponsorships). Nonetheless, the company has adapted to this new environment and generated substantial revenue growth.

In Mexico, our second-largest market, we more than doubled our net gaming revenues in Q2 2021, partially due to the impact from Covid on sporting events in Q2 2020 but also on the back of our differentiated omnichannel offering to our customers. Additionally, since we migrated our Mexican online platform in early March, our systems are better prepared to manage the higher customer volume and will offer customers a better, more reliable user experience.

Moshe EdreeCOO at Codere

This does appear to be a logical reason why the Buenos Aires market is so attractive for Codere and why it has put so much resource into making sure that it hits the ground running with an advertising campaign that has captured the inspiration of its target customer base.

Just the Beginning for Codere in Buenos Aires?

Such is the impact that Codere has had so far in Buenos Aires, in addition to other LatAm markets, which very much indicates it could replicate the success on a consistent basis. Of course, the brand is competing with a number of established European heavyweights in Buenos Aires. However, it is hoped that its Spanish roots can establish an affinity.

One of the major strengths of the brand so far in the LatAm market, which has helped to raise awareness, has been the sponsorship of Club Atletico River Plate - one of the major soccer clubs in the country. In addition, it also has existing partnerships with Real Madrid and Monterrey Rayados Soccer Club in Mexico.

Replicating this approach in Argentina and beyond, coupled with its alliance with what appears to be a highly insightful and creative advertising agency, will only assist in helping the brand to really strengthen its position in the country.

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