Category Project Highlight

Fun is a Cultural Thing

Diversión el cultural

Entertainment is integral to Hispanic family life and tends to take place inside the home. Because of larger families and generally lower incomes, Latinos lean toward affordable entertainment while at the same time adopting new technologies.

Video games are increasingly popular among Hispanic families, not just avid gamers. More than 50 percent of Hispanic households own a video game console as compared to 40 percent of all American households. 84 percent of Hispanic teens play video games versus 55 percent of other teens. What’s more, Hispanics spend an average of $56 on video games each month.

Microsoft’s Xbox has been supported by Taylor PRimero in the Hispanic market and media including product announcements, launch events, entertainment and sports celebrity outreach, and more. Recent examples include a Hispanic media tour with NFL star Roberto Garza of the Chicago Bears for the launch of Madden NFL 09 En Español, and Xbox LIVE Game with Fame events in Miami, featuring the Mexican electro-pop band Belanova.

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