New Report Highlights Enhanced Reach, Engagement and Effectiveness Through Targeting U.S. Hispanic Mobile Gamers
MIAMI, Feb. 23, 2026 — A newly released study today uncovers a significant, underutilized opportunity for brand marketers to connect with a hard-to-reach yet vital demographic: Hispanic mobile gamers. Authored by Portal Latino, the women-owned multicultural gaming industry leader, the report assesses advertising effectiveness in popular mobile games such as Candy Crush and Pac-Man, in comparison to top social media platforms.
Among the key findings, the research identified over-performance across several key areas:
- Captive Audience – Eight out of 10 Hispanic consumers play mobile games at least once weekly, with an average daily playtime of 56 minutes.
- Engagement – The same ads generated 30% greater attention and engagement among Hispanic consumers when placed in mobile games versus social media.
- Brand Recall – Hispanic consumers are 60% more likely to accurately remember a brand after viewing an ad in a mobile game compared to a social media feed.
- Purchase Intent – Hispanic mobile gamers are 20% more inclined to purchase a product they saw advertised in a mobile game versus via social media.
“In a media landscape that grows more fragmented by the day—where marketers face more platforms, formats, and clutter than ever—consistently achieving results is a tough task,” said Carolina Strifling, Co-Founder of Portal Latino. “Gaming has emerged as an unrecognized powerhouse of audience focus, blending large-scale reach with deeply immersive engagement. This report emphasizes that success isn’t just about the ad itself or even the audience—it’s about the context and consumer mindset. When a user chooses to watch your ad, it’s not an interruption—it’s an invitation. And when this aligns with the rapid growth of the Hispanic market, gaming transitions from a tactical tool to a strategic growth priority.”
Conducted by the Cultural Inclusion Accelerator, a division of urVETTED, this statistically robust custom study measured the performance of various ad formats in mobile games against social media environments. It surveyed 2,988 adults—roughly half Latino and half non-Latino—with a ±1.8 percentage-point margin of error at the 95% confidence level.”
“Mobile gaming represents an underdeveloped growth avenue for brands, offering additional reach and better-quality exposure to the high-engagement U.S. Hispanic audience,” said Carlos Santiago, Co-Founder of the Cultural Inclusion Accelerator, a division of urVetted. “Our research shows that brands can drive stronger outcomes and move more consumers toward purchasing because mobile gaming combines a fun, relaxed mindset with cultural relevance—an edge that the unpredictable social feed can’t match.”
Portal Latino was established by two experienced executives from leading global brands. Co-Founder Carolina Bernal brings expertise from leading teams at global media agencies Starcom and Mediacom, and most recently served as Key Account Lead for Latin audiences at X (formerly Twitter). Co-Founder Warren Strifling has 25 years of media experience, having led teams at Warner Bros. Discovery and Turner Broadcasting.
For more details and to access the full report, visit: PLMedia.us
SOURCE Portal Latino