Hispanics are 100 percent more likely to buy a video game in the next 30 days than other demographics, finds a new survey from Spanish-language media group Univision.
Univision found that not only are Hispanics more likely to buy home and portable game systems, but they are less price sensitive, being 15 percent less likely to say cost is a factor in their game purchase decisions.
More than half of the Hispanic players surveyed say they are "novice"-level gamers, whereas only 30 percent of non-Hispanic gamers identify as such.
Univision unveiled the survey results as it announced a new initiative to address this large gamer population: It's partnering with CBS Interactive's consumer site GameSpot to provide content for a new Spanish-language gaming site on Univision.com.
Not only will GameSpot content be translated into Spanish for the new site, the site will also host exclusive Spanish language content each week, with GameSpo editor-in-chief Ricardo Torres heading up the process.
"Today's partnership enables GameSpot to extend its reach to one of the fastest-growing segments of the video gaming community," says CBS Interactive games VP Simon Whitcombe.