Eunice Ma

Professor Minhua Eunice Ma serves as Co-Principal Investigator on ATTUNE, an MRC-funded project exploring game-based interventions for adolescent mental health. She has held a number of senior leadership positions in UK higher education, including Pro Vice-Chancellor Education at the University of Surrey and Provost & Deputy Vice-Chancellor at Falmouth University.

With over two decades of experience in higher education, Professor Ma has led major institutional initiatives in education strategy, academic portfolio development & review, teaching excellence, academic quality, institutional AI strategy, and student experience enhancement. Alongside her leadership career, she is an established academic and researcher, having secured more than £12m research funding from bodies such as UKRI, EU, NHS, NESTA, and government for her research in game-based interventions for adolescent mental health, stroke rehabilitation, cystic fibrosis, autism, preventing gender-based violence, and surgical simulation for medical and dental education.

Professor Ma has 148 peer-reviewed publications, supervised 24 PhD students with 18 successful completions, and holds key roles as Editor-in-Chief of the Elsevier journal Entertainment Computing and Founding Chair of the International Joint Conference on Serious Games. Furthermore, Professor Ma has served on international research council boards, including Horizon 2020 & Horizon Europe, UKRI, NIHR, French National Research Agency, Swiss National Science Foundation, Research Council of Finland (Academy of Finland), and Netherlands Organisation for Scientific Research.