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 on sustainable principles, treats its staff fairly and rewards the team when the games succeed. Shefta previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat.
In addition to her industry experience, she has recently been 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 varied 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 skills needed to blend polish with creative freedom.
To get the new, 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 while capital is hard to raise in the current climate, the appetite for fresh 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 mattered that they are developers themselves and want to support other studios – that enthusiasm matched ours perfectly," she explained. The bulk of the funding is earmarked for the studio’s debut game, a project that draws inspiration from a diverse set of sources: the whimsical charm of Nintendo titles, the cooperative storytelling of Hazelight’s *It Takes Two*, the immersive world‑building 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, timeless and so much fun that players look back on it with delight years after their first play session." Creativity sits at the heart of Pretty Cool Games’ philosophy, both for the developers and the players. The upcoming title will give gamers a sandbox of physics‑based interaction, combined with carefully designed systems and levels that encourage unexpected, often hilarious outcomes. "We’re leaning into creativity as a pillar of our studio, and that applies to our players as well.
The freedom inherent in a physics game, paired with our level design, should let players invent wild scenarios and express themselves through play," Shefta said. The investment also allows the studio to grow 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 hire ten people in the near future. Immediate openings include lead design, level design, environment art and concept art. Additional contract roles are slated for character art, audio, user interface work and a composer. "We keep the core team lean, ambitious yet realistic about scope.
Our goal is a sustainable operation that treats employees fairly," Shefta added. Recent industry layoffs have highlighted the need for a different model, according to Shefta. She wants a studio where success is shared, proposing mechanisms such as employee share schemes so that when a game performs well, the whole team benefits. "We’ve seen studios cut staff even when their games are successful.
We want to flip that script and build something that rewards our people for the value they create," she said. Shefta’s vision for Pretty Cool Games is to combine 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 taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions. Indie development lets you iterate fast, focus on core fun, and bring a game to market without the crushing financial pressure," she reflected.
Working in a smaller team, she believes, gives each member a greater voice in shaping the final product, which is more fulfilling for creative professionals. "When everyone can influence the game’s direction, the work feels more meaningful," she noted. Ultimately, Shefta wants Pretty Cool Games to be a studio that puts the player experience and employee wellbeing at the forefront.
She acknowledges that launching a new studio will always involve hurdles, but she is confident that the collective experience she and Dudley have accumulated over the years will guide them through. "We’ll rely on our knowledge, stay true to our commitment to build games the right way, and keep the focus on people – both the players and the team behind the game," she concluded. The studio is also actively seeking additional investors and a publishing partner to support the launch of its first title, aiming to bring a fresh, humor‑filled experience to gamers worldwide while demonstrating that a fair, sustainable business model can thrive in today’s competitive market.