Univision Communications has formed a partnership with Ubisoft to kick-off a campaign to reach the untapped Hispanic consumer with the launch of its new video game Assassin’s Creed II.
The multi-faceted television and digital campaign will reach hard core Hispanic gamers in Spanish through some of the biggest Spanish-language events such as two upcoming Futbol Liga Mexicana (Mexican League Soccer) playoff games. Viewers will also have an opportunity to take a deeper look into Assassin’s Creed II with Galavision’s “Acceso Máximo” (All Access), where video game expert Orlando León, will give viewers the ins and outs of the game and provide in-depth analysis and tips for players to discuss on how to play the game in order to win. The Futbol Liga Mexicana homepage as well as the “Deportes” (Sports) page on Univision.com will have custom skins to commemorate the launch of Assassin’s Creed II. The campaign will run through 11/30.
“We are thrilled to partner with Ubisoft as they lead the gaming industry in targeting Hispanic hard core gamers to deliver growth today,” said David Lawenda, president of Advertising Sales and Marketing, Univision Communications Inc. “We are at a tipping point where it is now a business imperative to market to Hispanics in the language of their hearts. As such, Univision is pleased to connect Ubisoft to one of the fastest growing segments of the U.S. population and create an innovative marketing strategy to help them grow their business.”
More than 80% of Hispanic males ages 18-44 are gamers, and Hispanics over index in buying new gadgets, are early adopters of new electronic products and are less price sensitive than non-Hispanics. More than half of all male Hispanic gamers age 18-34 are Spanish-dominant or bilingual. Additionally, Hispanics male gamers 18-34 years old are also inclined to purchase more action-packed video games versus strategy or sports games.