Pragmatic Play extends presence in Argentina with Bplay

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2025/10/29: Pragmatic Play expands DoradoBet alliance with debut of live casino tool in Peru 2025/10/27: Pragmatic Play expands LATAM presence with new operation in Colombia 2025/08/20: Pragmatic Play signs deal with ApuestasX in LatAm 2025/02/21: Galaxy Gaming extends partnership with Pragmatic Play

The Backstory

Smart Studio’s role in a fragmented market

Pragmatic Play’s latest move in Argentina builds on a simple idea with outsized implications: operators that can localize the look and feel of live tables can differentiate in markets where player loyalty is won province by province. The supplier’s Smart Studio tool lets partners brand roulette and blackjack environments and tune layouts for local preferences. In a country where regulation and operations are split across jurisdictions such as Santa Fe, Córdoba and Buenos Aires, bespoke tables can help an operator maintain a consistent identity while meeting local expectations. That is the strategic context behind the new rollout of branded live dealer content with Bplay across multiple provinces, and it is consistent with how Pragmatic Play has been scaling its live casino footprint across Latin America.

The broader playbook is to pair content breadth with customization and regional infrastructure. That combination has shown traction in neighboring markets and gives the Argentina deployment a clear lineage. The company’s recent agreements elsewhere in the region help explain why Smart Studio is central to Pragmatic Play’s growth thesis and why operators are opting in.

Peru served as an early test for customization

Pragmatic Play deepened its collaboration in Peru by bringing Smart Studio to DoradoBet, allowing the operator to create branded tables aligned with its visual identity. The tie-up positioned customization as a lever to boost engagement and brand recall in a competitive live casino segment. The company framed the tool as a way to deliver more localized experiences, signaling that personalization is moving from nice-to-have to table stakes in Latin America. That narrative was underscored when Pragmatic Play expanded the DoradoBet alliance with the debut of Smart Studio in Peru, describing strong regional demand for tailored environments. For Argentina’s operators, that case study matters: it shows that customized live tables can scale across Spanish-speaking markets with different regulatory frameworks, creating a template Bplay is now following.

The Peru push also highlights a key competitive angle. Localized branding lets operators shape table decor, on-screen elements and dealer environments while keeping game mechanics intact. That preserves liquidity and familiarity while delivering distinct brand moments. In markets where multiple brands carry the same core games, the operator that “owns” the table experience can stand out without sacrificing speed or game variety.

Colombia became the operational backbone

Pragmatic Play’s expansion has been supported by new live operations capacity in Colombia. The company launched a studio in Bogota backed by a reported $15 million investment, with plans for more than 100 tables and up to 1,500 jobs. Spanish- and Portuguese-speaking dealers and multi-format delivery are intended to serve the region at scale while giving operators flexible branding options. The supplier positioned the facility as a milestone in its native content strategy. By anchoring live operations in the region, Pragmatic Play lowered latency, improved redundancy and enabled faster iteration on localized features that Smart Studio requires. The investment also signals long-term commitment, a consideration for operators weighing multi-year platform decisions. Details of the build-out and roadmap were outlined when Pragmatic Play expanded its LATAM presence with a new operation in Colombia, including plans to introduce localized versions of global titles and new live game shows in 2026.

For Argentina, that operational backbone matters. Local demand can be met with regionally hosted tables, easing compliance and improving player experience. It also allows the supplier to ramp up branded implementations quickly as operators extend to new provinces or refresh their table portfolios.

Deeper content ties strengthen the live playbook

Pragmatic Play has been augmenting its live and RNG table content through long-running partnerships, giving operators more reasons to centralize with the supplier. A five-year extension with Galaxy Gaming expanded access to popular side bets across live and RNG portfolios. The deal allows Pragmatic Play to enhance select live products with recognized mechanics that drive higher engagement without overhauling core games. The extension, highlighted when Galaxy Gaming extended its partnership with Pragmatic Play, fits the brand’s strategy: pair flexible presentation via Smart Studio with familiar, sticky side bets that can lift table performance.

These content layers are critical in markets like Argentina where player preferences are well established. Operators want classic titles with modern twists, not experimental formats that risk churn. Adding proven side bets and incremental features to branded tables threads that needle, helping operators raise time on device while retaining the table DNA customers expect.

Beyond roulette and blackjack: new formats arrive

Pragmatic Play has been broadening its live portfolio to capture more table-driven share. The company unveiled its first live poker titles, Casino Hold’em and Jacks or Better Draw Poker, both customizable through Smart Studio and offering jackpot side bets with payouts up to 20,000x. That gives operators new content to brand and cross-promote alongside roulette and blackjack while tapping into poker’s broad recognition. The cadence reflects a product roadmap that blends classic formats with modern payout structures and presentation tools. The move was detailed when Pragmatic Play announced its first live poker titles, with the supplier positioning poker as an engine for faster gameplay and bigger-win moments that anchor live lobbies.

For Bplay and other Argentine operators, these additions expand the canvas for Smart Studio. A wider mix of tables means more brand surfaces, more segmentation opportunities and more ways to tailor experiences across provinces. It also gives operators flexibility to respond to local data — emphasizing poker in one market, doubling down on roulette variants in another — without swapping vendors.

Distribution gains signal broader competitive intent

Pragmatic Play has also been widening access to its catalog across Latin America with new operator deals that bundle slots, live casino and virtual sports. A recent agreement with ApuestasX opened distribution of top slots like Gates of Olympus alongside live titles such as Bet Behind Pro Blackjack. The deal underscored a pitch of flexible access to multiple verticals under one provider, with localization as a core theme. That strategy was outlined when Pragmatic Play signed a deal with ApuestasX in Latin America, framing the partnership as a way to strengthen the operator’s market position while the supplier broadened reach.

Taken together, these moves show a consistent arc. Pragmatic Play is building regional infrastructure in Colombia, proving out branded customization with partners in Peru, enriching table content through licensing extensions, and adding new live formats to deepen engagement. The Argentina rollout with Bplay slots into that architecture. The stakes are material: operators get tools to compete on brand and experience rather than price, while the supplier gains share in one of Latin America’s most dynamic regulated markets. As provincial regulators and consumer tastes diverge, the ability to tailor tables quickly and at scale may determine who leads the live casino race in Argentina and beyond.