Pretty Cool Games has been launched by two veterans of the hit title Human: Fall Flat – Sitara Shefta, who will serve as chief executive officer, and Will Dudley, taking on the role of chief creative officer. Their ambition is to forge a studio that not only produces engaging games but also operates on a model that treats its staff fairly and shares the fruits of success with them.
Shefta brings a wealth of 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. Her industry involvement extends beyond studio leadership; she has recently been appointed to the board of the UK Games Industry Association (TIGA) and sits on the BAFTA Games Committee, where she helps shape policy and celebrate excellence in gaming.
Dudley, the studio’s creative lead, was an original member of the Human: Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His varied background gives him a deep understanding of both large‑scale production pipelines and the nimble, experimental spirit of indie development.
To get the new, fully remote, UK‑based studio off the ground, Pretty Cool Games secured undisclosed capital from Hypergryph, the Chinese developer best known for the wildly popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a tough climate for raising venture money, the appetite for fresh gaming experiences remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, they backed our long‑term vision and they embraced our quirky ideas.
The fact that they are developers themselves, now supporting other studios, made them stand out, and we wanted a partner who shared our enthusiasm," she said. According to Shefta, the bulk of the investment will be funneled into the studio’s debut title.
The game draws creative inspiration from a wide array of sources: the playful aesthetics of Nintendo, the cooperative storytelling of Hazelight (the makers of It Takes Two), the immersive, narrative‑driven attractions found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. "We aim to craft something that is memorable, timeless, and so much fun that players look back on it with delight years after their first playthrough," Shefta emphasized.
Creativity sits at the heart of Pretty Cool Games’ philosophy, both for the developers and the players. The upcoming title will give players a sandbox of physics‑based mechanics that encourage experimentation, combined with level‑design systems that produce surprising and often hilarious outcomes.
Shefta believes that by granting players the freedom to tinker and express themselves, the game will foster moments of spontaneous joy and shared laughter. The Hypergryph funding also allows the studio to build a small, focused team with a view toward long‑term sustainability.
Currently, Pretty Cool Games employs four full‑time staff members, and the plan is to grow the core to ten people in the near future. Immediate hires are slated for lead design, level design, environment art, and concept art. Additional contract roles are being scoped for character art, audio, UI design, and a dedicated composer. "We are keeping the core team lean, ambitious yet realistic about scope," Shefta noted.
"We also want to create a studio that rewards its people. Recent industry layoffs have shown that success does not always translate into job security for developers. We intend to implement share schemes so that if our games succeed, the whole team benefits together." Shefta’s ultimate goal is to blend the best practices of AAA development—high standards of quality, rigorous testing, and strong brand building—with the agility and experimental freedom of a small indie outfit. "Working in AAA taught me discipline and the importance of quality, but those massive budgets often lead to wasteful decisions and make recouping costs a nightmare.
Indie development can be faster, more efficient, and more willing to take creative risks," she reflected. "When you’re part of a small team, each person’s voice carries weight, and that sense of ownership fuels creativity." The studio’s vision extends beyond the product itself. Shefta wants a workplace where employee wellbeing is paramount and where the player experience is shaped by a team that feels personally invested in the outcome. "There will always be challenges when you launch a new studio, but we will lean on the experience we’ve accumulated over the years and stay true to our commitment to build games the right way," she concluded.
Pretty Cool Games is also actively seeking additional investment and a publishing partner to support the launch of its first title. With a clear creative direction, a solid financial foundation from Hypergryph, and a leadership team seasoned in both indie and AAA environments, the studio is poised to make a distinctive mark on the industry, offering players a fresh, physics‑driven adventure that celebrates humor, creativity, and collaborative fun.