UCM PlayStation Talents master's degree
Video Game Marketing, Communication and Production
Universidad Complutense de Madrid · Voxel School
ABOUT ME
From games to marketing.
I'm Xián Pérez Rodríguez, a Marketing and Market Research graduate currently studying the UCM PlayStation Talents master's degree.
Player research connects my education with the career I want to build in games. My experience in local communication and university coordination has taught me to prioritise, listen and explain ideas clearly.
How I apply this in my projects ↗
Experience
and education
My responsibilities in communication, execution and coordination, alongside the education behind my focus on video games.
Marketing Specialist · Grupo Enxebre
Objective: raise awareness of the Iberdrola Pontevedra and Adeslas Fuenlabrada stores and communicate their offers and services.
- I coordinated opening awareness activities for Iberdrola in Pontevedra, including prize draws, a prize wheel and merchandise.
- I created both stores' websites and social media accounts with an approachable communication style.
- I produced videos for the stores and promotional flyers.
A work decision: when limited-time offers arose, I reorganised communications to prioritise them.
Marketing and Market Research
University of León
Dissertation on emotional marketing and player behaviour · 10/10
View research and evidence ↗Marketing specialist · IDARA
I contributed to the initial marketing plans for two European projects: market research, competitive analysis and relevant event selection.
I created and updated onboarding and information materials in coordination with Hospital Universitario Montecelo.
From northern coordinator to general coordinator.
Member since April 2025
- Northern coordinator
- Since October 2025
- General coordinator
- Since May 2026
I follow up with universities, maintain contact and update directories using RUCT. I adjust my time according to interest and realistic participation prospects.
+5 universities
Five more universities have confirmed attendance at the November 2026 congress compared with February 2026, which brought together around 30 universities.
An example of how I prioritise
Situation. Time was limited and some contacts were not progressing towards attendance.
Decision. I redirected follow-up towards universities more likely to participate and other congress tasks.
Learning. Reviewing where I can be most useful helps me adjust priorities.
Planned action: I am preparing an introductory training course for new participants before the November 2026 congress.
- I help organise AEALCEE's debate tournament and congresses.
- I participate in working groups.
In the collective Sense of Belonging project, I contributed to analysing the results and writing the report.
View the collective belonging report ↗Organising committee and speaker · AIMPN
I served on the organising committee, provided on-site support and gave my own talk. During the congress I guided and assisted attendees.
Student Council · EURECA-PRO
I took part in activities to get to know the other members and a course on recycling and green energy.
I collaborated in English with participants from India, Germany, Greece, France and Belgium. As a team we prepared a microbiology presentation in around half an hour.
I presented in English on a topic outside my specialism. The experience required adapting, coordinating and communicating with little preparation time.
English: certified B2 (working proficiency C1)
My interests, demonstrated through work
Listen. Find the focus.
Make it clear.
Understand players
Listen before designing a survey. Connect motivations and messages without confusing association with causation.
Emotional marketing and playersFind a reason to choose
Compare price, alternatives and perceived value to develop a positioning hypothesis.
ConcordConnect messaging and execution
Coordinate materials and channels around the store, the offer and its timing.
Grupo EnxebreMY WORK DESK
From analysis
to the material I deliver.
Two excerpts from my work: interpreting results and turning a diagnosis into proposals.
View the dissertation ↗In my dissertation I used interviews and a survey; this chart summarises participants' stated motivations.
View the Concord case ↗I turned the Concord analysis into nine slides; here I set out the questions that should come before communication.
Two examples of how I look at marketing
NICHE POSITIONING
RimWorld and Dwarf Fortress
Their positioning interests me: they know who they want to satisfy and maintain that focus. I look for this when analysing how a game finds its audience.
OPENING · IBERDROLA PONTEVEDRA
Attracting attention in a competitive market
At Iberdrola, I was interested in bringing people closer to an everyday service like electricity. View my contribution to the opening ↗
LOOKING FOR OPPORTUNITIES
My next step,
in video games.
I am looking for junior opportunities in Product Marketing and product management in video games, with a particular interest in player research and positioning.
Evidence you can explore
ResearchFour interviews, 322 responses and SPSS analysis.Product MarketingPositioning, alternatives, price and value in Concord.ExecutionWebsites, social media, videos, flyers and opening activities.Coordination and prioritisationUniversity follow-up and congress preparation.CommunicationTalks, international collaboration and presentations in English.Original documents in Spanish. CV available in Spanish and English.