Pretty Cool Games was founded 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 mission is to create a studio that is both sustainable and equitable, rewarding its staff for the successes they help generate. Shefta brings a wealth of leadership experience, having previously run No Brakes Games Tenerife as CEO and overseen the development of Human: Fall Flat.
In addition to her industry work, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, where she contributes to broader policy and recognition efforts. Dudley, an original member of the Human: Fall Flat team, adds a deep production pedigree that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His varied background gives the new venture a blend of creative and technical expertise. To get the UK‑based, fully remote 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 told GamesIndustry.biz that raising capital is challenging in the current climate, but she believes demand for fresh gaming experiences remains strong. "From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term vision and embraced our off‑beat ideas. It was important that the investor was also a game developer who wanted to support other creators, so we felt we were partnering with someone who shared our enthusiasm," she explained.
The bulk of the funding is earmarked for the studio’s debut title, a project that draws inspiration from a range of sources: Nintendo’s playful design ethos, Hazelight Studios’ narrative‑driven multiplayer experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films like *The Pink Panther*. "We want to craft something that feels timeless and delightful, a game that people will look back on with a smile years after they first played it," Shefta said. "Creativity is a core pillar of our studio, and we want that creativity to flow to our players as well. By leveraging the freedom inherent in physics‑based gameplay and pairing it with clever level design, we can enable wildly unexpected moments and give players the tools to express themselves through play." The investment also allows Pretty Cool Games to assemble a small, focused team that Shefta hopes will remain stable over the long term.
The studio currently employs four full‑time staff members and intends to grow to ten. Immediate hiring plans include lead design, level design, environment art, and concept art roles. Additional contract positions are slated for character art, audio, UI design, and a composer, as well as quality‑assurance support. "We are keeping the core team lean, aiming high but staying realistic about scope," Shefta clarified.
"Our goal is to build a studio that treats its employees fairly. Recent mass layoffs across the industry have shown that success does not always translate into job security. We want to share the upside with our team—through share schemes and profit participation—so that when a game does well, everyone benefits." Shefta envisions Pretty Cool Games as a hybrid that captures the polish of AAA productions while retaining the agility of a small indie outfit.
"Working on AAA titles taught me the importance of disciplined quality and understanding what makes an IP thrive," she reflected. "Those projects often carry massive budgets, which can lead to wasteful decisions and make recouping costs difficult. Indie development, by contrast, moves faster, encourages experimentation, and lets you double‑down on the ideas that feel right." In a smaller team, each member’s voice carries more weight, she added, making the creative process more meaningful for everyone involved.
Ultimately, Shefta’s ambition is to build a studio that puts the player experience and employee wellbeing at the forefront. "Launching a new studio always comes with challenges, but we’ll draw on the deep experience we’ve accumulated over the years and stay true to our commitment to make games the right way," Shefta concluded. The studio is actively seeking additional investment and a publishing partner to bring its first title to market, aiming to deliver a memorable, humor‑filled experience that showcases the power of physics‑based gameplay and player creativity.