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Simon Woodroffe is an accomplished creative professional with extensive experience in the gaming industry. Currently serving as a Creative Advisor at Astrid Entertainment and Vice President of Creative at Improbable, Simon has previously held significant roles such as Studio Creative Director at Rare Ltd and Head of Game Design at Sega. During Simon's tenure at Sega, notable projects included titles like Sonic Generations and Mario & Sonic London 2012. Simon also co-founded Headfirst Productions, where contributions included Call of Cthulhu: Dark Corners of the Earth. Educational credentials include a degree in Artificial Intelligence from the University of Birmingham.