Pretty Cool Games was launched 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 build a studio that operates on sustainable principles, treats its staff fairly, and shares the financial rewards of any success with the team.
Shefta brings extensive leadership experience, having previously headed No Brakes Games Tenerife and overseen the development of Human: Fall Flat. In addition to her industry résumé, she has recently been appointed to the board of the UK Interactive Entertainment Association (TIGA) and serves on the BAFTA Games Committee, giving her a strong voice in shaping the broader gaming landscape.
Dudley, a founding member of the Human: Fall Flat team, adds a wealth of production and design expertise. His career includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, where he contributed to a variety of projects across multiple platforms.
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 mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while raising capital is currently challenging, the appetite for innovative games remains strong. She said the partnership with Hypergryph formed quickly because the two sides clicked on the first call – the investor loved the concept, embraced the studio’s long‑term vision, and appreciated the team’s whimsical ideas.
She also highlighted that Hypergryph’s own experience as a game maker made them a natural ally for a fledgling developer seeking a partner that shares the same enthusiasm. According to Shefta, the bulk of the funding will be directed toward the studio’s debut title. The game draws creative inspiration from several sources: Nintendo’s timeless design sensibility, Hazelight’s narrative‑driven cooperative experiences (the makers of *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, timeless and so much fun that players look back on it with delight years after they first played it.” Creativity is positioned as a core pillar of the studio’s identity, not only for the developers but also for the players.
The upcoming title will give gamers a sandbox of physics‑based interaction, combined with level‑design systems that encourage wild, unexpected scenarios. By offering that freedom, the team hopes to let players express themselves through playful experimentation.
The investment also enables Pretty Cool Games to assemble a small, focused crew that Shefta intends to keep sustainable over the long term. At present 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 contracts will bring in specialists for quality assurance, character art, audio, user‑interface design, and a composer.
Shefta emphasized that the core team will stay lean to maintain an ambitious yet realistic scope for the project. A key part of the studio’s philosophy is fairness to employees. Shefta noted that recent industry layoffs have often occurred despite the commercial success of the games those developers helped create. To counter that trend, Pretty Cool Games intends to implement share‑scheme arrangements so that when a game performs well, the entire team benefits financially.
She described the goal as “taking the best of AAA – disciplined quality and an understanding of what makes an IP thrive – and marrying it with the agility and experimental spirit of a small indie team.” Shefta reflected on her time in AAA development, saying it taught her the importance of rigorous quality standards but also exposed her to the waste that can accompany massive budgets. In contrast, indie development allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two strong ideas without the pressure of recouping huge expenditures.
This approach, she believes, leads to more distinctive and enjoyable experiences. Working in a compact team also means that each individual has a greater impact on the final product, a factor that resonates deeply with creative professionals. Shefta concluded that Pretty Cool Games aims to prioritize both the player experience and the wellbeing of its staff.
While launching a new studio inevitably brings challenges, she is confident that the collective experience accumulated over years in the industry will guide the team toward building games “the right way.” In summary, Pretty Cool Games represents a blend of veteran expertise, a commitment to equitable workplace practices, and a creative vision that pulls from classic comedy, theme‑park storytelling, and modern cooperative gameplay. Backed by Hypergryph’s funding, the studio is poised to deliver a debut title that promises both nostalgic charm and fresh, physics‑driven fun, while establishing a sustainable model for indie development in the UK.