Greenstone Initiatives

Greenstone Initiatives is a Canadian strategic advisory firm focused on the global games, interactive entertainment, and digital infrastructure sectors. Founded by James Hursthouse, Greenstone works with studios, platforms, publishers, and ecosystem partners to support international expansion, partnerships, and capital formation across North America, Europe, the Middle East, and East Asia.

James Hursthouse brings over 25 years of experience in the global games industry. His career spans early online and MMO businesses in Japan, founding and scaling studios in North America, and senior leadership roles across games, digital media, and industry organisations. He is a former CEO and co-founder of Roadhouse Interactive, former Executive Director of DigiBC, and a contributing author to The Metaverse Roadmap (2007). He has worked extensively with publishers, platforms, governments, and trade bodies across Asia, Europe, and the Gulf.

Greenstone operates as an execution-first partner rather than a traditional consultancy. Its core model combines fractional executive support with Business Development-as-a-Service, embedding directly with client leadership teams to drive partnerships, market entry, and investor engagement.

Current games-related projects include decentralised cloud and instant-play infrastructure (YOM), global cloud game streaming and platform deployment (Well-Link), next-generation payments and monetisation (3thix), and consent-first data and fan engagement systems increasingly applied to live games and services (Appreciation Engine).