01 Entertainment
The reason every game session shares.
4.25/ 5
Personal portfolio
Xián Pérez Rodríguez
Strategic marketing for games
- Marketing graduate
- UCM PlayStation Talents Master’s · 2026–2027
- Madrid
- Available immediately
I am looking for a junior role in games marketing.
I'm Xián. I want to understand what motivates players and turn that understanding into proposals for marketing, positioning and communication.
Playing motivations
Understanding that difference changes how we communicate it.
Dissertation · 322 responses · scale 1–5
View the research02 Disconnection
Playing to reconnect with yourself.
3.60/ 5
03 Social
Playing to get closer to others.
3.24/ 5
My projects
Three projects. Different ways to contribute.
An independent analysis, an academic study and professional experience. Each case explains my contribution and the proposals that followed.
Independent strategic analysis
Concord
A reason to choose, before a reason to pay.
My contribution. I analysed price, alternatives and the value proposition, then wrote a positioning proposal.
Skills demonstrated: Positioning · Value proposition · Messaging
An independent study, not a campaign delivered for PlayStation.
Explore my analysis322responses analysed with SPSS4 interviews · 1 survey · 1–5 scale
Individual academic research
Final-year dissertation · Emotional marketing and games
Listen to the player before interpreting the data.
My contribution. I conducted four interviews, designed the survey and analysed 322 responses in SPSS.
Skills demonstrated: Player understanding · Research · Synthesis
Explore my research
Professional experience
Grupo Enxebre
From street to screen. Connected communication.
My contribution. I launched communications for two retail locations, Iberdrola Pontevedra and Adeslas Fuenlabrada: websites, social media and an opening event with prize draws, a prize wheel and merchandise.
Skills demonstrated: Communication · Delivery · Coordination
Explore my experienceRecommendations
People I have had the opportunity to learn from and work with.
University of León
Ana Lanero Carrizo
Senior lecturer · Academic tutor and dissertation supervisor
Read the full lettershows initiative in identifying opportunities, putting forward proposals and taking on responsibilities
University of León
José Luis Vázquez Burguete
Senior lecturer · Chair of my dissertation examination panel
Read the full letterhis rigour in structuring quantitative research and handling complex data
University of León · INTDEA
David Abril
Associate lecturer · Director of INTDEA
Read the full letterhas demonstrated initiative, organisational ability and a willingness to work with others
Original letters are in Spanish.
View all letters and recommendationsHow I work
Understand the player. Interpret the market. Shape strategies.
I start by listening, test what I observe and turn it into marketing proposals. These projects show how I have put that approach into practice.
START BY LISTENING
01 / 03Listen before you ask.
Four player interviews were the starting point for my research into their motivations and experiences.
Discover the interviews↗04
interviewsDissertation · Qualitative research
How I would approach a launch
Strategic eventResearch decision
THE AUDIENCE
- Question
- Which needs does a person seek to meet when playing?
- Research
- I would interview players and test the patterns with a survey.
- Decision
- I would define segments based on shared needs.
My experience
Communication, delivery and coordination.
Grupo Enxebre
I launched communications for two retail locations.
AEALCEE
University outreach and activity coordination.
+5 universitiesHave confirmed attendance at the November 2026 congress.
AIMPN
Organising committee member and speaker at the marketing congress.
Original documents in Spanish. CV available in Spanish and English.