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 vision is to create a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of success with the team.
Shefta brings extensive leadership experience, having previously run No Brakes Games Tenerife as its CEO and studio head, where she oversaw the development of Human: Fall Flat. In addition to her industry credentials, she was recently appointed to the Board of Directors at TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem. Dudley, a long‑time collaborator on Human: Fall Flat, has a 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, innovative titles, equipping him with the creative versatility needed to lead a new venture.
To get the studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. The partnership was forged after an initial conversation in which Hypergryph expressed enthusiasm for the studio’s concept, its long‑term vision, and its willingness to embrace unconventional ideas. Shefta highlighted that Hypergryph’s status as a game‑making company willing to support other developers made them a natural ally for a fledgling studio that values creativity as much as commercial viability. According to Shefta, the bulk of the funding will be directed toward the studio’s debut title.
The game draws inspiration from a wide range of sources: the playful spirit of Nintendo’s classics, the cooperative storytelling of Hazelight (the studio behind *It Takes Two*), the immersive, narrative‑driven experiences found in Disney theme parks, and the physical comedy of films such as *The Pink Panther*. The goal is to craft an experience that feels timeless and leaves players with a lasting sense of delight. “We want to build something memorable and fun enough that people recall it fondly years after they first play it,” Shefta explained.
“Our studio’s creative pillar extends to the players—we’re designing a game that encourages them to express themselves through playful experimentation. The physics‑based gameplay will give them freedom, while our level‑design systems will spark unexpected, often hilarious scenarios.” The investment also enables Pretty Cool Games to assemble a small, focused team that Shefta intends to keep sustainable over the long term. Currently the studio employs four full‑time staff members and plans to grow to ten.
Immediate hiring needs include lead design, level design, environment art, and concept art. Future hires will cover quality assurance, contract roles for character art, audio, UI, and a composer. Shefta stresses that maintaining a lean core team allows the studio to stay ambitious yet realistic about scope, avoiding the over‑extension that can plague larger studios. Shefta is also committed to building a workplace that rewards success.
In an industry where layoffs have become commonplace even after successful releases, Pretty Cool Games aims to align employee compensation with the performance of its games, potentially through share schemes that distribute profits among the team. This approach reflects a belief that a fair, transparent compensation model can foster loyalty and creativity. The studio’s strategic aim is to blend the best practices of AAA development—rigorous quality standards, disciplined production pipelines, and an understanding of what makes a franchise successful—with the agility and experimental spirit of indie teams.
Shefta notes that while AAA budgets can lead to wasteful decisions and make recouping costs difficult, indie development allows for rapid iteration and a focus on core fun factors. “Working in AAA taught me the importance of quality and the mechanics behind a successful IP,” she said. “But those massive budgets often create inefficiencies.
In a smaller team, everyone has a tangible impact on the final product, which is incredibly motivating for creatives.” Pretty Cool Games is actively seeking additional investment and a publishing partner for its first title, aiming to secure the resources needed to bring the project to market while preserving its independent ethos. The studio’s roadmap includes expanding its team, refining its development processes, and ultimately delivering a game that prioritises player enjoyment and employee wellbeing. Shefta acknowledges that launching a new studio will inevitably involve challenges, but she is confident that the collective experience she and Dudley have accumulated over years in the industry will guide them.
“We’ll rely on the knowledge we’ve built, stay true to our commitment to make games the right way, and keep both our players and our staff at the heart of everything we do.”