Pretty Cool Games was founded by two seasoned 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 vision is to build a studio that not only produces high‑quality games but also treats its staff fairly, offering rewards that reflect the team’s collective achievements. Shefta brings a wealth of leadership experience to the venture.
She previously ran No Brakes Games Tenerife as its CEO and studio head, where she oversaw the development of Human: Fall Flat from concept to launch. Her industry involvement extends beyond studio work; she has recently been elected to the Board of Directors at TIGA (The Independent Game Developers’ Association) and sits on the BAFTA Games Committee, where she helps shape policy and recognize excellence in the medium. Will Dudley, the studio’s creative lead, was an original member of the Human: Fall Flat team.
His résumé includes stints at major publishers and developers such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. This blend of indie sensibility and big‑studio polish informs the creative direction of Pretty Cool Games.
To get the new, fully remote UK‑based studio 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 while raising capital can be challenging in the current market, the appetite for fresh gaming experiences remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, supported our long‑term studio vision, and embraced our quirky ideas. It was clear they were developers themselves who wanted to help other developers succeed, which made them an ideal partner for us," she said.
The bulk of the funding is earmarked for the studio’s debut title, a project that draws inspiration from a diverse set of sources: Nintendo’s timeless playfulness, Hazelight Studios’ narrative‑driven cooperative design (best known for *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. Shefta summed up the ambition: "We want to craft something memorable and timeless—so fun that players look back on it with a smile years after their first play session." Creativity sits at the heart of the studio’s philosophy, not just for developers but for players as well.
The upcoming game will give gamers a sandbox of physics‑based tools, allowing them to experiment, solve puzzles, and generate absurd, unexpected moments. "The freedom inherent in a physics game, combined with our level‑design systems, lets players create wild scenarios that are both entertaining and surprising," Shefta explained.
The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes can be sustained over the long term. Currently the studio employs four full‑time staff members, with plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future recruitment will cover quality assurance, contract roles for character art, audio design, user‑interface work, and even a dedicated composer.
Shefta emphasized the importance of keeping the core team lean while remaining ambitious about the project’s scope. "We’re building a studio that rewards its employees for success. Recent industry layoffs have shown that even successful games don’t always translate into job security for developers. We plan to implement share schemes so that when our games do well, the whole team benefits together," she noted.
The overarching goal is to blend the best practices of AAA development—rigorous quality standards, polished production pipelines—with the agility and experimental spirit of indie studios. "Working in AAA taught me discipline and the importance of what makes an IP thrive," Shefta reflected.
"Those massive budgets can lead to wasteful decisions and make recouping costs a nightmare. Indie development, on the other hand, lets you iterate quickly, focus on a few core ideas, and bring something truly special to market." Being part of a smaller team also means each member has a greater impact on the final product, which Shefta finds creatively fulfilling. "When everyone can shape the game, the experience feels more meaningful for all of us," she added.
Ultimately, Pretty Cool Games aims to prioritize player enjoyment and employee wellbeing above all else. Shefta acknowledges that launching a new studio will always involve obstacles, but she is confident that the collective experience of the team will guide them through.
"We’ll rely on the knowledge we’ve built over years, stay true to our commitment to make games the right way, and keep our focus on delivering experiences that delight players while treating our staff with respect and fairness," she concluded. With a clear vision, seasoned leadership, and backing from a successful international developer, Pretty Cool Games is poised to make a distinctive mark on the industry, offering a fresh, physics‑driven adventure that blends humor, creativity, and heartfelt design for gamers around the world.