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 treats its staff fairly, offers long‑term stability, and shares the financial upside of successful games with the people who create them.
Shefta comes to the venture with a strong pedigree. 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 management: she was recently appointed to the board of TIGA and sits on the BAFTA Games Committee, giving her a voice in shaping policy for the wider UK games sector.
Dudley, the studio’s CCO, 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 experience spans both indie and AAA environments, giving the new studio a blend of creative freedom and production discipline. To get the UK‑based, 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 explained to GamesIndustry.biz that, despite a tight investment climate, the appetite for fresh gaming ideas remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, embraced our long‑term vision and were enthusiastic about our quirky ideas. The fact that they are developers themselves, now supporting other studios, made them a perfect partner," she said. The bulk of the funding is earmarked for the studio’s debut title, a game that draws creative inspiration from several unlikely sources: the whimsical world‑building of Nintendo, the cooperative storytelling of Hazelight (the creators of It Takes Two), the immersive, narrative‑driven attractions of Disney theme parks, and the slap‑stick physical comedy of classic films such as The Pink Panther. Shefta summed up the ambition: "We want to craft something memorable and timeless, a game that brings a smile years after the first playthrough." Creativity sits at the heart of Pretty Cool Games’ philosophy, not only for the development team but also for the players.
The upcoming title will leverage the freedom inherent in physics‑based gameplay, combined with carefully designed systems and levels that encourage unexpected, hilarious outcomes. This approach is intended to let players express themselves through playful experimentation, turning each session into a personal sandbox of fun. The investment also enables the studio to grow a small, focused team that Shefta hopes will remain sustainable over the long term. Currently, four full‑time staff members are on board, with plans to expand to ten.
"We have four imminent hires in lead design, level design, environment art, and concept art," Shefta noted. "Later we’ll bring on QA specialists and contract roles for character art, audio, UI, and a composer." Shefta emphasized that keeping the core team lean allows the studio to be ambitious yet realistic about scope.
"We’re building a studio that rewards its employees for success, for example through share schemes, so when a game does well, the whole team benefits," she said. This model is a direct response to the wave of layoffs that has swept the industry, where developers have often been let go despite working on successful titles. By aligning incentives, Pretty Cool Games aims to create a healthier, more resilient work environment.
The studio’s strategic goal is to blend the best practices of AAA production—rigorous quality standards, disciplined pipelines, and an understanding of what makes a franchise successful—with the agility and experimental spirit of indie development. Shefta reflected on her AAA background: "Large budgets can lead to wasteful decisions and make recouping costs difficult. Indie teams can move faster, iterate quickly, and focus on the ideas that feel right." In a smaller team, every member has a larger impact on the final product, a fact that Shefta finds creatively fulfilling. "When you’re part of a tight‑knit group, each person’s voice matters, and that makes the work more meaningful," she added.
Ultimately, Pretty Cool Games aspires to put player enjoyment and employee wellbeing at the forefront of its mission. "There will always be challenges when launching a new studio," Shefta acknowledged, "but we’ll draw on the extensive experience we’ve accumulated over the years and stay committed to building games the right way—fairly, sustainably, and with a lot of fun." The studio is actively seeking additional investment and a publishing partner for its first title, aiming to secure the resources needed to bring its ambitious, comedy‑infused vision to market.
With a clear focus on creative freedom, fair compensation, and a blend of AAA polish with indie nimbleness, Pretty Cool Games hopes to carve out a distinctive niche in the crowded gaming landscape.