Selected work
Player questions.
Marketing decisions.
Five projects. Different contexts, the same curiosity about audiences and what to communicate.
Selected work
01 · Concord
Positioning
A reason to choose, before a reason to pay.
My contribution. I analysed price, alternatives and the value proposition, then wrote a positioning proposal.
Positioning · Value proposition · MessagingAn independent study, not a campaign delivered for PlayStation.
See my positioning proposal02 · Emotional marketing and players
Research
The needs already exist; marketing can amplify them.
My contribution. I conducted four interviews, designed the survey and analysed 322 responses in SPSS.
Listening to players · Research · InterpretationSee what I learned03 · Grupo Enxebre
Execution
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.
Communication · Execution · CoordinationSee what I did04 · Valve and Steam
Strategy
Advantage also lies in relationships.
My contribution. My analysis connects technology, developers and players to propose priorities for the Steam ecosystem.
Ecosystems · Competitive strategy · PrioritiesSee my strategic interpretation05 · Sense of belonging
Research
AEALCEE · COLLECTIVE REPORT
Time
Lack of time makes participation difficult.
43.56 %Information
They are unaware of the available activities.
32.52 %Connections
Their friends do not participate.
28.83 %Three conditions for being part of the community
163 cases · multiple responses · report, p. 17
To take part, you first need the opportunity.
My contribution. I contributed to analysing the results and writing the document, as part of a joint project with other Spanish universities.
Results analysis · Synthesis · WritingView the report ↗Original documents in Spanish. CV available in Spanish and English.