Sara de Freitas is an educator, author, researcher and administrator with twenty years experience of working in the higher education sector. Over that time she has worked in four universities in the UK and Australia and in different roles from Research Fellow to Pro Vice Chancellor. She is an Honorary Fellow of Birkbeck College, University of London, a Fellow of the Royal Society of Arts and a Principal Fellow of the Higher Education Academy. Born in London, Sara has lived in the Netherlands and Australia, and undertaken over 120 keynotes and public lectures in four continents. Known for her expertise in education, she has raised research and development funding, set up the Serious Games Institute and supported regional growth and development, innovation and accelerators. She has published over 200 peer-reviewed articles, conference papers and technical reports and seven books. Her Routledge book series: Digital Games and Learning explores the efficacy of games as learning tools.