Pretty Cool Games was launched by two veterans of the hit title Human: Fall Flat – Sitara Shefta, who now serves as chief executive officer, and Will Dudley, the chief creative officer. Their ambition is to build a studio that operates sustainably, treats its staff fairly and shares the financial rewards of success with the whole team. Shefta previously led No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat. In addition to her industry experience, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on the sector’s challenges and opportunities.
Dudley, an original member of the Human: Fall Flat team, brings a rich résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio. His background spans both large‑scale console projects and smaller, experimental titles, equipping him with the versatility needed to drive a new creative venture. To get the fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a difficult fundraising climate, demand for fresh gaming experiences remains strong.
She added that the partnership with Hypergryph felt natural because the Chinese studio not only appreciated Pretty Cool Games’ concept but also embraced its quirky, experimental ethos. "They are developers themselves who are now supporting other developers, and that resonated with us," Shefta said.
"We wanted a partner who was as enthusiastic about our vision as we are." The bulk of the capital is earmarked for the studio’s debut title, a game that draws inspiration from Nintendo’s playful design philosophy, Hazelight’s narrative‑driven multiplayer experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. Shefta emphasized the desire to craft something that remains memorable and delightful long after the first play session: "We aim to build a timeless experience that players recall with a smile years later." Creativity sits at the core of Pretty Cool Games’ identity. The upcoming title will give players a sandbox of physics‑based mechanics, combined with carefully crafted level design that encourages unexpected, humorous outcomes. "We want players to express themselves through play, to experiment and discover wild scenarios on their own," Shefta explained.
"The freedom inherent in a physics game, paired with our systems, should spark endless fun." The Hypergryph investment also enables the studio to grow a small, focused team that Shefta hopes can be maintained over the long term. Currently, Pretty Cool Games employs four full‑time staff members, with plans to expand to ten.
Immediate hires include a lead designer, a level designer, an environment artist and a concept artist. Future contracts will cover QA, character art, audio, UI and a composer.
"We keep the core team lean, ambitious yet realistic about scope," Shefta noted. "Our goal is a sustainable operation that rewards employees fairly.
Recent industry layoffs have shown that success does not always translate into job security, so we are designing share‑scheme incentives so that when our games succeed, the whole team benefits." Shefta’s vision is to blend the best practices of AAA development—rigorous quality standards and an understanding of what makes an IP thrive—with the agility and experimental spirit of indie studios. "Working in AAA taught me discipline and the importance of quality, but massive budgets often lead to waste and make recouping costs difficult," she reflected.
"Indie development lets you iterate quickly, focus on a few strong ideas and bring something special to market." In a small team, every member’s contribution carries weight, which Shefta believes fosters a more meaningful creative process. "When everyone can shape the game, the experience feels more personal and rewarding," she said. Ultimately, Pretty Cool Games aspires to put player enjoyment and employee wellbeing at the forefront of its mission. "Launching a new studio will always involve challenges, but we will rely on the extensive experience we’ve accumulated over the years and stay committed to building games the right way," Shefta concluded.