Apuesta Total Launches LATE, Its New Cultural Brand
Peru.- May 27, 2025 www.zonadeazar.com Apuesta Total, the leading brand in the Peruvian market, officially presented its new organisational culture with the launch of LATE, a cultural sub-brand that reflects the company’s renewed purpose: to fill people’s lives with excitement.
The launch was celebrated at an unprecedented internal event held at a cinema in Lima, with the participation of more than 400 employees. The event was hosted by renowned communicator Bruno Pinasco and attended by all the company’s directors, brand spokespersons and special guests, in a day full of emotion, identity and shared pride.
LATE is not just a name, it is a statement of identity. Inspired by the heartbeat, the new cultural brand has the letters AT, the initials of Apuesta Total, at its centre, forming a dynamic, flexible and colourful isotype that represents the five principles that guide the organisation: doing the right thing, enjoying what we do, betting on innovation, being agile and being passionate about our customers.
‘LATE reflects an energy that already existed in our people. It is that shared passion that drives us to continue growing, believing and beating as one, to provide the best entertainment experience for our customers. Today, that energy can be seen, felt and celebrated,’ said Gonzalo Pérez, CEO of Apuesta Total.
The change is the result of an internal evolution that goes beyond a graphic redesign: it is a way of living the brand’s purpose from the inside out. In this regard, Lourdes Britto, General Manager, said: ‘Our purpose is clear: to fill people’s lives with excitement. LATE allows us to make this visible, tangible and collective. We believe together, we feel together, we beat together.’
With LATE, Apuesta Total establishes a cultural system consistent with its mission to offer the best responsible entertainment experience, in a close and reliable manner, and its vision to become a benchmark for excellence in the industry.
“Having a cultural brand like LATE is key to building belonging, cohesion and internal pride. It is a way of expressing who we are and how we want to work together in this new chapter,” concluded Ángel Oberto-Besso, Talent Management Manager.
With this initiative, Apuesta Total reaffirms its commitment to leadership not only in the market, but also in building a solid, authentic and human culture that continues to beat stronger than ever.
Edited by @pererarte www.zonadeazar.com