Ubisoft partners with Univision to launch video game.

Univision Communications Inc. announced a partnership with Ubisoft to kick-off a marketing campaign to reach the untapped Hispanic consumer with the launch of one of the most anticipated video games of the year, Assassin’s Creed II.
 
“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.”
 
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 November 30th.
 
“By partnering with Univision, Ubisoft reaches an audience of gamers that we would miss out on if we relied only on English-language media,” said Tony Key, senior vice president of sales and marketing at Ubisoft. “Adding Spanish language media to our marketing strategy allows us to connect deeper with this segment of Assassin’s Creed II customers.”
 
More than 80 percent of Hispanic males ages 18 to 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 to 34 years old are also inclined to purchase more action-packed video games versus strategy or sports games.
 
Assassin’s Creed II, the sequel to the fastest selling new video game intellectual property ever, is the product of over two years of intensive development by the original creative team behind the Assassin’s Creed brand. In a vast open world environment, the game invites players to incarnate Ezio, a privileged young noble in Renaissance Italy who’s been betrayed by the rival ruling families of Italy. Ezio’s subsequent quest for vengeance plunges players into a captivating and epic story that offers more variety in missions, surprising and engaging new game play elements, diverse weapons and a profound character progression that will appeal to fans of the original Assassin’s Creed as well as entice players new to the brand.