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 create a studio that is both financially sustainable and equitable, rewarding its staff for the success they help generate. Shefta brings considerable experience to the venture.
She 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 credentials, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on the challenges and opportunities facing game developers today. Dudley, on the other hand, was part of the original Human: Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His background spans both large‑scale publishing houses and smaller, innovative studios, giving him a unique blend of creative and technical expertise. To bring their new, fully remote, UK‑based operation to life, 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 is currently challenging, the appetite for fresh, original games remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term studio vision and embraced our off‑beat ideas.
The fact that they are developers themselves, now supporting other creators, made them stand out, and we wanted a partner who shared our enthusiasm," she said. According to Shefta, the bulk of the funding will be allocated to the studio’s debut title, a project that draws inspiration from a variety of sources: Nintendo’s playful design philosophy, Hazelight Studios’ narrative‑driven co‑op experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like *The Pink Panther*. She emphasizes that the goal is to craft a game that remains memorable and enjoyable for years after its initial release. "We want something timeless, something that players will look back on with delight," she noted.
Creativity is positioned as a core pillar of the studio’s identity, both for the developers and for the players. The upcoming game will give players a sandbox of physics‑based tools that encourage experimentation, allowing them to devise unexpected solutions and hilarious moments.
Shefta explains that the combination of open‑ended physics, thoughtful level design, and robust systems will enable a wide range of wild scenarios, fostering a sense of personal expression through play. The Hypergryph investment also enables Pretty Cool Games to build a small, focused team that Shefta hopes will remain stable over the long term.
At present the studio employs four full‑time staff members and intends to grow to ten. The next hires include a lead designer, a level designer, an environment artist, and a concept artist. Additional contract roles are planned for quality assurance, character art, audio, UI design, and a composer. "We are keeping the core team small, ambitious yet realistic about scope," Shefta clarified.
"We also want a studio model that treats 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, everyone benefits." Shefta’s vision is to blend the best practices of AAA development—high production values, disciplined quality control, and a deep understanding of what makes an intellectual property thrive—with the agility and experimental spirit of indie studios. "Working in AAA taught me to be rigorous about quality and to understand the elements that make a franchise successful," she reflected.
"But massive budgets can lead to waste and make recouping costs difficult, which is unsustainable. Indie development, by contrast, moves faster, encourages rapid iteration, and lets you focus on a few core ideas that feel right." In a smaller team, each member has a larger impact on the final product, which Shefta believes is more fulfilling for creatives. This philosophy extends to the player experience: a game that is built by a tight‑knit team can more readily respond to community feedback and evolve in ways that feel authentic. Ultimately, Shefta’s ambition for Pretty Cool Games is to place the player’s enjoyment and the well‑being of its staff at the forefront of every decision.
She acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the collective experience she and Dudley have amassed over the years will guide them through. "We will stay true to our commitment to build games the right way, focusing on quality, creativity, and a sustainable workplace," she concluded. The studio is also actively seeking additional investment and a publishing partner to support the launch of its first title.
By aligning with partners who share their values, Pretty Cool Games hopes to bring a fresh, humor‑filled experience to the market—one that captures the whimsical spirit of physical comedy while offering deep, player‑driven creativity. The journey from concept to launch is still unfolding, but with a clear vision, seasoned leadership, and supportive backers, Pretty Cool Games is poised to make a notable impact on the industry.