Luke Alvarez

Founding Managing Partner

Luke has 28 years experience in technology and 18 years in digital Gaming and Sports. He was founder & CEO of Inspired Entertainment Inc, a Nasdaq listed mobile games and virtual sports technology company with operations worldwide. Luke was a founding board member of The Cloud Network, the UK’s largest public access Wi-Fi operator, and Gmatica SRL, one of Italy’s first government gaming concessions. Luke was a Case Leader at the Boston Consulting Group, earned a First Class Honours in Philosophy at the University of Cambridge and was a Fulbright Scholar to the University of California Berkeley. Luke is also an old skool rock climber

Luke leads Hiro’s investment strategy and compliance and focuses on Hiro’s digital sports and game technology platform investments.

Ian Livingstone CBE

Co-founding Partner

Ian Livingstone is a pioneer of the global video game industry and was made a Commander of the British Empire (CBE) for his services to the UK video games industry. He co-founded Games Workshop (Warhammer), and is the former Executive Chairman of Eidos (Tomb Raider), former Chairman of Playdemic (Golf Clash). and is a Non-executive Director of SUMO Group PLC. Ian co-created the multi-million-selling Fighting Fantasy series of role playing game books. Ian has been an angel Investor and advisor to multiple leading mobile and console game studios. He is proud of his geek heritage and admits to having over 1,000 board games in his home study and a life size statue of Lara Croft.

Ian focuses on Hiro’s games and studio investments.

Cherry Freeman

Co-Founding Partner

Rated ‘Britain’s Coolest Female Founder’ by Business Insider, Cherry is the co-founder of global community and e-commerce brand LoveCrafts and has spent 10 years working with venture backed tech companies including Mimecast and New Voice Media, among others. Cherry spent 7 years at Computacenter Plc leading strategy and M&A, and building a new software division which grew to £250m turnover in 3 years. She was previously at The Boston Consulting Group and has a first class degree in history from Cambridge University. Cherry is a contributor to Tech Nation’s ‘Upscale: what it takes to scale a start up, by the people who’ve done it’. Cherry has 3 kids, one dog, one husband and makes a great martini.

Cherry leads Hiro’s deal pipeline and focuses on platform and software.

Simon Cornwell

Investment Director (non-exec)

Simon has 30 years experience in TMT and Media, as well as 12 years tech VC investing experience. Simon is currently Founder & CEO at The Ink Factory, a leading film, television and digital production company founded in 2010 and based in London and Los Angeles. The Ink Factory is best known for global television hit ‘The Night Manager’ and for 2019 feature film ‘Fighting With My Family’, starring Florence Pugh and Dwayne ‘The Rock’ Johnson. The Ink Factory also co-founded LA-based games studio Giant Squid with one of the industry’s top talents, Matt Nava. Giant Squid is the creator of Abzu and the forthcoming The Pathless, which will debut at the core of Apple’s new arcade service, as well as on the Epic store and on the PS4. Simon came to The Ink Factory from top European venture capital firm Amadeus Capital Partners, where he was a senior partner and sat on the investment committee. Simon oversaw a number of investments in technology, communications and media, and exits included two IPOs and successful sales to Samsung and Marvell. Prior to that he was the founder and CEO of Two Way TV, a pioneering company in the field of interactive television. Simon’s very first outing in the media world was as captain of his college’s University Challenge team. They lost ignominiously in the first round, cutting short what would doubtless have been a stellar television career.

Simon sits on the Hiro Investment Committee and brings investment wisdom from an external point of view.

Thomas Martens

Industry Venture Director

Thomas is a serial entrepreneur with 28 years of experience in sports licensing, sports data, sports betting, mobile games and Esports. Thomas built the international football division at UFA Sports (later Sportfive/Lagadère Sports) for the acquisition and distribution of worldwide broadcasting and marketing rights that became the leader in Europe. Thomas established and guided various companies in the sports and gaming industries, including Global Sportnet (Founder and CEO for 13 years, sold to Apax Partners and WPP Group), Iconicfuture (Co-Founder and Chairman) and is currently Founder and CEO of Gecco Enterprises, a holding company that acquires, alignes and integrates complementary companies in sports and digital gaming. Thomas successfully completed more than 20 capital raises and transactions. Thomas enjoys serious Spanish wines and German supercars.

Thomas focuses Hiro’s investments in digital Sports and Esports and Games especially in the DACH region.

Spike Laurie

Esports Venture Director

Spike is a 7+ year esports veteran with experience building production and business infrastructure across three continents and driving large, multi million dollar revenue pipelines.

During his three and a half years at ESL, the world’s largest esports company, he has held positions as Global Vice President of Publisher Relations, Managing Director UK and Managing Director Brazil.  Prior to ESL he worked for Warner Bros Interactive Entertainment overseeing their global esports strategy and looking after the retention and engagement of all games for the EMEA market.

Spike still regularly plays competitive games online and has been playing Counter Strike since 2000.

Spike focuses on Hiro’s esports investments.

Alistair Hopkins

Technology Venture Director

Alistair has been in product development and technology delivery for over twenty years, with the last 18 in games and gaming technology.  As CTO at Inspired Gaming Group, he had responsibility for the product throughout its entire lifecycle. He is now using that experience to help growing companies remain agile so they can realise their potential through due diligence, coaching, IP and patent advice, and technology guidance. Alistair is a graduate of Cambridge University. Alistair has once shaken hands with the President of Yemen while wearing an egg-stained shirt and shorts.

Alistair focuses on evaluating the technology potential of Hiro’s investments.

Luca Suma


Luca spent 5 years as Market Analyst and 3 years as Business Analyst and possesses experience in inferential analysis of market trends, big data, risk analysis and assessment of market entry opportunities. Luca has managed the business insight for the Virtual Sports department at Inspired Entertainment Inc and helped operators improve their efficiency and profit. Luca was also a contributor to the initial market entry strategy in North America, and has deep knowledge of the individual U.S. lotteries. Luca has a BEng in Industrial Engineering and a MA Management, where he was in the class top 2%. Luca once held the 1st place on the global leaderboard of popular mobile game Basketball Showdown (out of millions of players!).

Luca focuses on the financial and business analysis of Hiro’s investment strategy.