Assassin's Creed 2 Hispanic Market Campaign

According to a pbr.com report, Ubisoft and Univision partnered up for an Assassin's Creed 2 marketing blitz during the festive holiday week. The ads will be shown through univision.com Deportes and Liga Mexicana digital portal landing page and the televised quarterfinal playoffs of the Mexican Soccer League. David Lawenda, president of Advertising and Sales of Univision, details the campaign as a "business imperative to market to Hispanics... one of the fastest growing segments of the U.S. population." The announcement also includes statistical data of the Hispanic market, more than 80% of Hispanics between the ages 18-44 are gamers, and half of the said Hispanic gamers are Spanish speaking or bilingual. Ubisoft widely reported a 1.6 million first week of sales and surpassed the 2007 predecessor. (I land in both categories, as well as, over indexing in buying new gadgets, and less price sensitive than non-Hispanics. )

Will Ubisoft's Hispanic blitz be the swing vote in increasing November's NPD numbers for the coveted number 2 spot, behind Modern Warfare 2. For context, the only other video game to advertise for Spanish networks was EA's FIFA 10. AC2 and FIFA 10 both come in the Spanish language.