Simon Woodroffe

Vp, Creative at Improbable

Simon Woodroffe has a wealth of experience in the gaming industry, starting with their role as Lead Designer and Writer at Adventure Soft UK Ltd from 1990 to 1998. Simon then became Creative Director at Headfirst Productions Ltd from 1998 to 2006. At Midway Games PLC, Simon served as Studio Creative Director from 2006 to 2009, leading the design team for games like Wheelman and Necessary Force. Simon also briefly worked as a Consultant Creative Director at Longtail Studios in 2009. Simon then joined Sega as the Head of Game Design in 2009, where they worked on various games such as Sonic and SEGA All-Stars Racing, Sonic Generations, and Mario & Sonic London 2012. In 2012, they joined Rare Ltd as the Studio Creative Director until 2020. Most recently, Simon has taken up the position of VP, Creative at Improbable, starting in 2021, and is currently serving as a Creative Advisor at Astrid Entertainment since 2023. Throughout their career, Simon has demonstrated a strong passion for gaming, overseeing creative direction and collaborating with teams to ensure the success of various projects.

Simon Woodroffe attended the University of Birmingham from 1992 to 1994, where they pursued a degree in Artificial Intelligence.



  • Vp, Creative

    January, 2021 - present

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