SAGSE South America 2026

Casino Buenos Aires doubles down: from gaming to integrated entertainment

March 18 & 19, 2026 at the Hilton Buenos Aires Hotel & Convention Center

As part of its participation in SAGSE South America —taking place on March 18–19, 2026 at the Hilton Buenos Aires Hotel & Convention Center— Casino Buenos Aires is redefining its positioning to go beyond gaming and establish itself as a premium experiences hub. With a focus on personalization, high-impact events, and an evolving gastronomic and hospitality offering, the company aims to deepen its connection with audiences and capture greater share in the attention economy. In this interview, the team explains how they segment their audience, which activations are delivering the strongest ROI, and what the major bets are heading into 2026.

Casino Buenos Aires competes for attention, not just gaming. How are you positioning yourselves today as an entertainment leader—what value proposition do you want people to associate with the brand, and what changes in 2026?

More than gaming: integrated entertainment
Today, Casino Buenos Aires no longer competes only with other casinos; it competes for attention within a city that offers an enormous cultural and entertainment landscape. Our positioning is clear: all the fun, in one place.

We want the brand to be associated with premium entertainment, memorable experiences, and high-level hospitality. Gaming remains the heart of the business, but what differentiates us is how we wrap it: ambiance, gastronomy, live music, international poker tournaments, and exclusive offerings for different customer profiles.

In 2026, we are deepening this vision with a strategy centered on three pillars: personalization, high-impact experiential events, and a gastronomic and entertainment offering designed to extend length of stay and drive repeat visits. The goal is not just to attract visits, but to build a lasting connection with people.

In marketing and performance: how do you truly segment your audience (tourist vs. local, high value vs. casual, slots vs. tables, experiences vs. tournaments), and which activations are delivering the best ROI (events, partnerships, loyalty, digital/CRM)?

Our segmentation combines transactional behavior, visit frequency, and motivation. We don’t speak only about tourist vs. local, but about the experience sought: high value vs. recreational, slots vs. tables, tournament vs. social entertainment.

We use RFM-based models (recency, frequency, and monetization) and strongly leverage personalization through CRM and our loyalty program. This allows us to tailor promotions, benefits, and experiences according to each customer profile.

In terms of ROI, the activations currently performing best are:

  • Proprietary events that combine entertainment + gaming incentive

  • Tier-segmented loyalty programs

  • CRM actions with automation and dynamic offers

  • Strategic partnerships that expand reach without diluting positioning

We measure performance not only by immediate revenue, but by impact on coin-in, drop per visit, return rate, and lifetime value.

What’s new: which launches or experiences will you push strongly this year—tournaments, new rooms/areas, products, gastronomy, shows—and which KPIs will you use to measure success (visits, spend, retention, length of stay, recurrence)?

This year we are strongly focused on differentiated experiences:

  • New tournament formats and themed events integrating gaming + live entertainment

  • Seasonal activations that position the casino as a cultural meeting point

  • Evolution of our VIP areas with personalized benefits

  • Innovation in ambiance and gastronomic offering

Key KPIs we track:

  • Increase in visits and frequency

  • Length of stay

  • Retention and recurrence rate

  • Loyalty program participation

Our objective is to consolidate our position as the epicenter of integrated entertainment in Buenos Aires.

 
 

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