"Heroes del Ring" is the first high-end XBox360 game for the Hispanic market created and produced exclusively in Latin America–an apt milestone for a sport which is one of the oldest forms of wrestling.

Slang, a company producing videogames inspired by the Hispanic culture, announced today that is has signed NY-based boutique advertising and creative assets agency the vox collective as its partner in the launch of its upcoming “Lucha Libre AAA® Heroes del Ring ™” videogame.

The vox collective—which competed against agencies in both the U.S. and Mexico—has already been working with the client to develop the overall strategic positioning for the product, the creative teaser and launch campaigns, as well as the media plan to reach both mainstream and Hispanic audiences.

“Our goal with the launch campaign is to intrigue and excite gamers to put on their Lucha Libre mask and get in the ring,” stated Abraham Bautista, President and CEO of Slang.

The creative campaign for “Heroes” is being spearheaded by the vox collective Chief Creative Officer Susan Jaramillo. The anthemic trailers are being directed by agency partner and film-maker Andrés Cortés. Mexico’s Bite marketing has served as creative partner. Besides strategic and creative development the vox is also responsible for mainstream and Hispanic media planning, digital strategy, and branded content.

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