In a small village in Mexico, Juan Aguacate is a humble agave farmer who is on his way to meet his childhood friend and love interest, El Presidente’s Daughter. When an evil charro skeleton named Carlos Calaca attacks the village and kidnaps her, Juan is killed by Carlos during his attempt to stop him and winds up in the land of the dead. There, a mysterious luchador named Tostada gives Juan a mysterious mask that transforms him into a powerful luchador and brings him back to the world of the living. The game then follows Juan’s battle to rescue his beloved and to stop Calaca’s plan to sacrifice her in a ritual that would unite the worlds of living and dead under his rule.
While he confronts X’tabay, the first of Calaca’s lieutenants, he ends up transformed into a rooster and brought back to human form by another rooster with mysterious powers. After defeating X’tabay, she reforms, revealing that Calaca was once a great rodeo man who broke his arm just before an important competition, and sold his soul to the Devil to have it healed time enough for the competition, but just after winning, the Devil enacts his payment and drags him to hell, but with X’tabay’s help he deceived the Devil by having him transformed into the same rooster who helped Juan, and wants him to defeat Calaca in order to restore his power.
After confronting the rest of Calaca’s forces, Juan pursues him up to the altar where the ceremony is being held and destroys him, but does not arrive in time to save El Presidente’s Daughter. In the normal ending, Juan returns to his village and lives his life in peace until reuniting with El Presidente’s Daughter in the afterlife. In the true ending, attained after completing certain feats in the game, El Presidente’s Daughter is revived by the power of Juan’s mask and the two return to the village where they get married.