PlayUZU announces new brand ambassador in Peru
Casino software provider SkillonNet’s online casino brand, PlayUZU, has appointed Peruvian actor Adolfo Aguilar as its new Brand Ambassador for Peru.
Aguilar is known for his TV presenter roles on local programs Polizontes, Trato Hecho, El Último Pasajero, and singing competition show Yo Soy.
Peru Country Manager of Playuzu, Luis Moschietti, said, “We see in Adolfo not just star power, but a genuine alignment with our values. I’m very proud to welcome Adolfo Aguilar as the new face of our brand. This step reflects the trust and enthusiasm we’ve earned from the Peruvian public and marks an important step in our growth. Bringing on a brand ambassador of this caliber is not only a milestone for us, but also a testament to how far our community has embraced the transparent and entertaining spirit of PlayUZU.”
After launching PlayUZU.pe in November last year, it aims to create a strong South American brand through this partnership, which includes promotions, TV, and billboard campaigns throughout Peru.
The partnership was created to engage audiences through both television and social media to offer players an “emotionally connected experience”, according to PlayUZU.
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The Backstory
Inside PlayUZU’s Peru push: celebrity clout, primetime ads and a regional playbook for growth
From quiet launch to primetime blitz
PlayUZU’s campaign in Peru has shifted from market entry to high-visibility expansion. After rolling out its local site in November 2024, the SkillOnNet brand followed with a national advertising surge that placed its message in primetime TV slots and on billboards across Lima. The company framed the creative around “fun, fairness and transparency,” highlighting a no-wagering stance on bonuses to differentiate in a crowded field. That push, detailed in coverage of the TV and billboard campaign, signaled that the operator intended to buy reach quickly rather than grow through purely digital acquisition.
The next step came as PlayUZU appointed Peruvian actor and TV presenter Adolfo Aguilar as the brand’s face in the country. The move, announced in PlayUZU’s ambassador unveiling, ties the ad spend to a personality with mainstream recognition from shows such as “Yo Soy” and “El Último Pasajero.” It also gives the operator a bridge between television, social media and out-of-home campaigns that are already live. The stated goal is an “emotionally connected experience,” an approach that aligns with the brand’s on-air promise of clarity around offers and game play.
This sequencing matters. Launching the platform, saturating national media and then attaching a trusted public figure creates a funnel that helps convert broad awareness into sign-ups. It also fits a broader Latin America expansion template that emphasizes culture-forward marketing and omnichannel presence.
Why Adolfo Aguilar matters in Peru’s crowded media market
Peru’s gaming audience is fragmented across TV, social and mobile, which makes cross-platform ambassadors more valuable than single-channel influencers. Aguilar’s profile spans those lanes. As PlayUZU’s Peru country chief said in the announcement, the decision hinged on values alignment as much as reach. In practice, the brand is betting that Aguilar’s credibility from network TV can soften skepticism around online casino advertising and translate a transparency pitch into a familiar voice.
The timing also rides momentum from the ad blitz. With billboards already visible around Lima and TV buys in primetime, an ambassador can localize and humanize the brand promise. That is especially important when the product differentiator is policy driven — no wagering on bonuses — rather than a unique game catalog. The ambassador gives a face to policy and a narrative hook for campaign refreshes through the year.
Regional playbook: music venues in Mexico, content in Brazil
PlayUZU’s moves in Peru mirror a regional strategy that blends mass entertainment with gaming. In Mexico, the company partnered with concert promoter OCESA to become an official sponsor of the Palacio de los Deportes for the 2025–2026 season. The deal, outlined in PlayUZU’s OCESA sponsorship, ties the brand to more than 40 shows and packages event access as player perks. The “Sounds Like PlayUZU” campaign emphasizes music and experiential rewards, turning live events into acquisition and retention tools.
In Brazil, SkillOnNet has leaned on content breadth, teaming with Greentube to launch popular slot titles on Feb. 27, as reported in the Peru campaign coverage. While that note sat beneath the Peru ad news, it underscores a portfolio strategy: amplify entertainment-led marketing while ensuring a steady pipeline of recognizable games. For Peru, that suggests future campaigns could blend Aguilar’s presence with event-led promotions and new content drops to maintain share of voice after the initial splash.
Put together, the Mexico sponsorship, Brazilian content tie-ups and Peru media push show a pattern. PlayUZU targets mass culture venues and personalities to legitimize online casino play and build community, then reinforces with product claims around fairness and variety.
Industry momentum: ambassadors as acquisition engines
PlayUZU’s use of a local celebrity follows a wider shift in gaming marketing toward personality-led growth. In the United States, BetMGM has stacked a roster of sports icons and recently added Derek Jeter as an ambassador, pairing national ads with VIP events and even a Jeter-themed slot. The model is familiar: lend mainstream credibility, unlock media formats that perform better with recognizable faces and create exclusive experiences that nudge sign-ups.
In India, game developer Spribe has made its crash title Aviator synonymous with cricket stars, naming Harbhajan Singh and Yuzvendra Chahal as ambassadors for campaigns aimed at tens of millions of monthly players. Those partnerships illustrate how a single title can scale awareness through sporting credibility and high-frequency social content.
The stakes for PlayUZU in Peru are similar. The ad spend builds broad reach. An ambassador sharpens the message and extends it across channels where performance depends on trust. If the brand follows its Mexico playbook and Brazilian content cadence, it can cycle promotions, events and new titles around a consistent personality. That can reduce customer acquisition costs over time and stabilize retention in a market where new entrants will keep pushing price and bonus mechanics.
The causality is straightforward. Big media makes the introduction. Celebrity makes the pitch believable. Product policies and content keep players from churning. For now, PlayUZU has all three in motion in Peru — and a regional blueprint that suggests the campaign is just getting started.
