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 shared ambition is to build a studio that operates sustainably, treats its staff fairly, and shares the financial upside of successful games with the team.
Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human : Fall Flat.
In addition to her industry credentials, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and holds a seat on the BAFTA Games Committee, where she contributes to shaping policy and recognising excellence in the medium. Dudley, on the other hand, was one of the original developers on Human : Fall Flat and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His breadth of experience across both large‑scale publishers and independent outfits informs the studio’s hybrid approach to game creation.
To get the new, fully remote UK operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a challenging funding environment, 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 were enthusiastic about our off‑beat ideas. It was refreshing to partner with fellow developers who wanted to support other creators," she said. The bulk of the capital will be directed toward the studio’s inaugural title, a project that draws inspiration from a diverse set of sources: the whimsical charm of Nintendo games, the cooperative storytelling of Hazelight (the makers of It Takes Two), the immersive world‑building found in Disney theme parks, and the physical comedy of classic cinema such as The Pink Panther.
Shefta emphasized the desire to craft something that feels timeless and delightful, a game that players will look back on with a smile years after their first play‑through. Creativity sits at the heart of Pretty Cool Games’ philosophy, not only for the developers but for the players as well. The upcoming game will give users a sandbox of physics‑based tools, encouraging them to experiment, solve puzzles, and generate unexpected, often humorous scenarios.
"We want to give players the freedom to express themselves through play, using our systems and level design to spark wild, emergent moments," Shefta explained. The funding also enables the studio to hire a small, focused team that Shefta hopes can remain stable over the long term. Currently, four full‑time staff members are on board, with plans to grow to ten. Immediate openings include lead design, level design, environment art, and concept art.
Future hires will cover quality assurance, contract roles for character art, audio, user‑interface work, and even a dedicated composer. "We’re keeping the core team lean, ambitious yet realistic about scope," Shefta noted. "Our aim is to build a sustainable operation that rewards employees for success, for example through share schemes, so that when a game does well, the whole team benefits." Shefta’s goal is to blend the best practices of AAA development – disciplined quality control, deep understanding of what makes an intellectual property thrive – with the agility and experimental spirit of indie studios. "AAA projects often have massive budgets that can lead to wasteful decisions and make recouping costs a nightmare.
Indie development, by contrast, lets you iterate quickly, focus on a few core ideas, and bring something special to market," she said. "In a smaller team, every person’s voice matters, and that sense of ownership is incredibly motivating for creatives." Ultimately, Pretty Cool Games aspires to put player enjoyment and employee wellbeing at the forefront of its mission. Shefta acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the collective experience she and Dudley have amassed over years in the industry will guide them. "We’ll stay true to our commitment to build games the right way – responsibly, creatively, and with a shared sense of purpose," she concluded.
The studio is actively seeking additional investment and a publishing partner for its debut title, aiming to secure the resources needed to bring their ambitious, physics‑driven, comedy‑infused game to market while maintaining the ethical and sustainable values that define Pretty Cool Games.