I’m an economist specialized in marketing and digital strategies, currently serving as the Marketing Lead at Odders Lab. With over a decade of experience in the video game industry, I have been fortunate to work on a range of amazing projects, from developing marketing strategies for RPGs or point and clicks, to participate as a consultant on multiple crowdfunding campaigns.

I am passionate about video games, which helps me to do my job from a gamer's perspective, but I also love basketball, which has always helped me to understand the importance of teamwork. And I am a big fan of Magic The Gathering, a game from which I learn that planning a good strategy with the available resources is the key to success.

There are two combined factors: first, I have always liked to understand how things work from multiple perspectives. In order to work in marketing you must understand the artistic value of a product, the timelines of a development, how to make efficient use of a budget and much more.

Secondly, my interest in video games has come from a young age, so working in this role is a no-brainer to me! Knowing from the inside the industry that I like so much as a gamer is something I've been passionate about since I decided to start my professional career and nowadays it still motivates me like the first day.

My role as Marketing Lead is twofold: to ensure that our project campaigns are successful, and to manage a team to achieve it. Big VR projects are challenging, and you can’t be succesful without collective, so that's one of the most important keys: be a good team player. Try to do your best to make your talent shine, and help others' talent shine as well.

Academically, in marketing we have very different profiles: from journalists to video editors, community managers or technical artists. Try to understand what each person in a department does, but specialize in what you are best. In small video game projects it is good to be an all-around profile, but if you want to grow in big projects, you will have to focus your talent on what is really useful.

And last but not least: you must be passionate about what you do (that’s why I work in video games!). Experience and technical knowledge are extremely valuable, but attitude is even more important.

Let me summarize Odders in 4 key points: Teammates with an enormous human value, lots of talent, cool projects, and ambition to innovate. It is a great ecosystem to grow and work happily! Is that enough to explain how much I like to work here everyday?

Odders was founded in 2019, so we have done very big things in a very short period of time. As a new company, there is always room for improvement, but the adventure is being amazing.

OhShape, Chess Club, Les MIlls XR Bodycombat, Les Mills XR Dance and Make It Stable. 5 projects successful projects in 5 years. Not many companies have achieved something like this in such a short time.

One that is made with the player in mind and has a lot of love and hard work put into it. It must be polished, contains good art style, has good user experience and guarantees and adequate learning curve. This definition works for any video game genre, from a single player, narrative-focused, action-adventure, to a racing simulator or a turn-based RPG. That’s what I like it.

At Odders we specialize in VR, but within this category, we have two main sections: fitness apps and games.

On the fitness side, we collaborate with Les Mills, the world’s largest group fitness provider, with more than 55 years of experience. We develop official licensed products with real instructors and real-life based mechanics. Translating the entire experience of a fitness class to a VR headset is challenging, but Les Mills XR Bodycombat being Meta App of the Year in 2022 is proof of how well virtual reality and fitness fit together. And Les Mills XR Dance is the best combination of fitness and dancing you can enjoy right now!

Regarding our video games side, we specialize in immersive experiences adapted to a wide audience, always trying to add innovative features. OhShape, our first game, is a rhythm game full of fun. Chess Club has the best Mixed Reality experience in a chess video game. Make It Stable is as simple as having fun stacking objects to get the highest tower possible!

My ideation process to create an optimal marketing campaign begins with understanding both the player’s interests and the market trends. I like to start by identifying the bullet points that the game will contains. From there, I engage in brainstorming sessions with the team, encouraging diverse ideas and creative input.

I’m a strong believer in data-driven decisions, so I analyze player behavior, feedback, and market data to refine concepts and ensure they align with audience expectations. And then… time to work!

We are incredibly proud to have our hard work and creativity recognized with three NYX Game Awards. It's a testament to the dedication and passion the whole team has put into LES MILLS XR DANCE, Chess Club, and OhShape. These three projects are very different from each other, but they have one thing in common: staying true to our vision at Odders, while pushing innovation in the VR industry.

The best cover letter of a game is just its quality. Receiving awards is a sign of that quality. Besides being a real honor, it is also a way of transmitting that your product is worthwhile.

A marketing campaign helps to sell the game, but quality is the basis for the long-term success. And winning an international award is an important part of your company's and your game's reputation.

There are three products and each one is very different from the other, but there is one thing in common: VR industry is very new and innovation-intensive. You have to keep up with the pace it demands to you, and that means we have tight deadlines to do great things. But at Odders we like challenges, as shown by the 5 games released in 5 years.

Spain has a big pool of talented developers, designers, and creatives, and there are more and more educational options focused on videogames. We have multiple gaming events and associations too. This environment fosters collaboration and innovation, allowing for the exchange of fresh ideas and perspectives between professionals and companies from our country.

VR gaming is a trend in its own right. Mixed Reality, AI integration, wireless devices that are becoming more and more comfortable.

But what excites me most is the evolution of XR fitness. Having your own gym at home, without having to occupy an entire room and without having to take up a whole room, is the future that many people were dreaming of. And it's already here!

1. Working on really fun and motivating projects.

2. Your products make a lot of people happy.

3. Every year, studios surprise us with great video games that contribute to the evolution of the industry in some way. There are new masterpieces to enjoy every year.

In addition to learn through the usual channels (university, books, online courses, etc), I would recommend to go to your nearby events such as video game fairs, game jams. You can learn from other people, try out games that are in development, and chat with other devs who can give you a lot of useful information.

But the most useful way to improve game design and development ideas is play video games. As much as you can. You can analyze how Kojima has merged narrative video games with cinema, the way Red Dead Redemption 2 allows you to interact with NPCs, how Civilization saga balance multiple and complex game mechanics through smart UI design or how much impact does the soundtrack have on your experience playing Skyrim. All video games, new or old, have some learning to offer.

VR and AR will continue to push the boundaries of gaming. With hardware becoming more affordable and comfortable, I expect immersive experiences to become more mainstream, allowing for deeper player interaction. No only in video games, but in entertainment, fitness and educational contexts.

The merging of physical and digital worlds through mixed reality will create new genres and gameplay possibilities, further expanding the scope of interactive storytelling and social experiences. I expect a lot of evolution in this area. We are only seeing the tip of the iceberg.

From a vital point of view, I am surrounded by greatness with my wife, parents and siblings. Any success I have now or in the future would be impossible without their support and daily conversations, full of good advice.

Basketball personalities have inspired me a lot in my professional career. Kobe Bryant has always made me see that the difference between a star and a legend is not talent, but hard work. From Phil Jackson, the 11-time NBA winner coach, I have learned the philosophy where winning a championship is more important than your individual interests.

And last but not least, some brilliant minds in the world of video games have inspired me to become part of the industry: Sid Meier (Civilization), Ron Gilbert (Monkey Island), Hideo Kojima (Metal Gear) or Katsuhiro Harada (Tekken) are just my favorite examples.

Whatever professional role you are in, be a team player. You will not be able to achieve great things on your own. Always keep the willingness to learn new things, even if you have 2 decades of professional experience. This industry changes very quickly and you shouldn't think you already know it all.