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 shared vision is to build a studio that operates sustainably, treats its staff fairly and rewards them directly for the success of their creations. Shefta brings a wealth of leadership experience to the venture.
She previously held the position of CEO and studio head at No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry credentials, she was recently appointed to the board of TIGA and sits on the BAFTA Games Committee, giving her a strong voice in the broader gaming community. Dudley, on the other hand, was one of the original members of the Human: Fall Flat team.
His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, providing a deep well of production and design expertise. To get the new, fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a challenging fundraising climate, there remains strong demand for fresh gaming experiences. She praised Hypergryph for quickly connecting with the studio’s vision, loving the concept for the debut title, and embracing the team’s off‑beat ideas.
“They are developers themselves who are now supporting other developers, and that resonated with us,” she said. “We wanted a partner who was as enthusiastic about our ambitions as we are.” The bulk of the capital is earmarked for the studio’s first game, a project that draws creative inspiration from a variety of sources: Nintendo’s playful design philosophy, Hazelight’s 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*.
Shefta emphasized the goal of delivering a title that feels timeless and memorable, one that players will recall with delight years after their first play session. Creativity sits at the core of Pretty Cool Games’ ethos, both for the development team and for the audience.
The upcoming game will give players a sandbox of physics‑based interaction, combined with carefully crafted systems and level design that encourage wild, unexpected outcomes. “We want players to express themselves through play,” Shefta noted. “The freedom inherent in a physics game, paired with our inventive mechanics, should spark countless moments of surprise and joy.” The Hypergryph investment also enables the studio to assemble a small, focused team that Shefta intends to keep sustainable over the long term. Currently, four full‑time staff members are on board, with plans to grow the headcount to ten.
Immediate hires include a lead designer, a level designer, an environment artist and a concept artist. Future recruitment will cover QA, contract roles for character art, audio, UI design and a composer. Shefta stressed that maintaining a compact core team allows the studio to stay ambitious yet realistic about scope, while also fostering a workplace where employees are treated equitably. Recent mass layoffs across the industry have highlighted the need for a different model, she explained.
“We want a studio that rewards its team when the games succeed, for example through share schemes, so the whole company benefits together.” Her ambition is to blend the polish and discipline of AAA development with the agility and experimental spirit of indie studios. “Working in AAA taught me the importance of quality and what makes an IP thrive,” she reflected.
“Those projects often have massive budgets that can lead to wasteful decisions and make recouping costs difficult. Indie development lets you iterate quickly, focus on a few strong ideas, and create something truly special.” She also highlighted the creative empowerment that comes from being part of a smaller team. Every member has a larger influence on shaping the final product, which she finds more meaningful than the compartmentalized roles typical of larger studios. Ultimately, Shefta’s mission is to construct a studio that puts player enjoyment and employee wellbeing at the forefront.
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. “We remain committed to building games the right way, with a focus on sustainability, fairness and fun,” she concluded.
Pretty Cool Games is currently seeking additional investment and a publishing partner for its inaugural title, aiming to bring its unique blend of humor, physics‑based gameplay and heartfelt design to a global audience.