Univision and CBS’ GameSpot are teaming up on a new videogaming site.
GameSpot — which covers the market and also houses an online community — will provide content for a new Spanish-language gaming site on Univision.com that be can accessed via Univision’s mobile site as well.
The arrangement will give users access to videogame information, including Spanish-language content such as news, reviews, editorials and videos about the top-selling games worldwide.
According to Simon Whitecombe, vp, games, CBS Interactive, the venture “enables GameSpot to extend its reach to one of the fastest-growing segments of the videogaming community.”
Research conducted by Univision indicates that Hispanic gamers are twice as likely to purchase games in the next 30 days compared to their non-Hispanic counterparts.
Kevin Conroy, president of Univision Interactive Media, said, “This launch is part of Univision’s company-wide commitment to providing U.S. Hispanics with best-in-class, Spanish-language videogaming content not currently available to them anywhere else.”
Univision will translate GameSpot content into Spanish, and GameSpot will also produce exclusive weekly Spanish-language content appearing on Univision.com. GameSpot editor-in-chief Ricardo Torres will oversee production.
Univision revealed its gaming research at the M16 Conference in San Francisco today. It found that Hispanics are less price-sensitive when it comes to purchasing games. In fact, Hispanic respondents were 15 percent less likely than non-Hispanics to say cost was a primary reason for purchasing videogames, according to the research.
More than 50 percent of Hispanic respondents considered themselves to be at the “novice” player level versus non-Hispanics who claimed “novice” status at 30 percent.
The Univision research used a national survey administered to 524 Hispanic and non-Hispanic respondents. The screening criterion included Hispanic adults 18-54 who watched eight-plus hours of Spanish-language television per week and non-Hispanic adults 18-54 who watched eight-plus hours of English-language TV per week. The male and female samples were weighted to accurately reflect proportions in the population.
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