NEW YORK (AdAge.com) — With the recent focus on Hispanic-targeted media and entertainment, one arena has remained largely untapped: video games. But that’s about to change as “Lucha Libre AAA 2011: Heroes del Ring,” a Mexican wrestling game from upstart publisher Slang, prepares to enter the ring next month.
“Heroes del Ring” is the largest video-game project to be conceived and created entirely in Latin America, and Slang is the first Mexican publisher of video games for the Xbox, PlayStation (PS3, Play Station Portable PSP), Wii and Nintendo DS consoles. Only 2% of characters in current video games are Hispanic, according to executives at the Vox Collective, the New York-based independent shop handling advertising for “Heroes,” so this launch is a “cultural milestone,” said Roberto Ramos, CEO and president of the Vox Collective.
Lucha libre is a centuries-old form of wrestling in Mexico characterized by fast-paced, high-flying moves and, of course, the colorful masks that define each luchador. “It’s wrestling meets Halloween, meets circus, meets day of the dead,” said Susan Jaramillo, chief creative officer and partner at the Vox Collective. Now, the question is, “Can Americans look past their campy perceptions of Mexican wrestling to see how scary it can really be?” said Ms. Jaramillo. continue reading “Lucha Libre Video Game Gets Ready to Tackle U.S. Market”