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, appointed chief creative officer. Their ambition is to build a studio that treats its staff fairly, shares success with them, and remains financially sustainable over the long term.
Shefta comes to the venture with a strong résumé. She previously ran No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human : Fall Flat from concept through launch.
In addition to her industry experience, she was recently elected to the board of TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem. Dudley, the studio’s creative lead, 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, giving him a deep well of technical and artistic knowledge to draw upon for the new venture. To get the fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from the Chinese developer Hypergryph, best known for the mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that while raising capital is challenging in the current climate, the appetite for fresh, inventive games has not waned. She noted that the first conversation with Hypergryph was unusually smooth – the Chinese studio loved the concept, aligned with Pretty Cool Games’ long‑term vision, and welcomed the team’s off‑beat ideas. Their status as fellow game developers who are now supporting other creators made them an especially attractive partner. According to Shefta, the bulk of the funding will be funneled into the studio’s debut title.
The game draws inspiration from a variety of sources: the whimsical charm of Nintendo classics, the cooperative storytelling of Hazelight’s *It Takes Two* and *A Way Out*, the immersive, narrative‑driven experiences found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther*. The aim is to craft a memorable, timeless experience that players will look back on with delight years after their first play‑through. “We want to lean heavily into creativity as a core pillar of our studio, and that philosophy extends to the players,” Shefta said. “Our game will give players the freedom to experiment, to express themselves through play, and to generate unexpected, often hilarious outcomes thanks to a robust physics system and cleverly designed levels.” The investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep sustainable over many years.
At present the studio employs four full‑time staff members and is planning to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist.
In the longer term the studio intends to bring on quality‑assurance staff and contract specialists for character art, audio, user‑interface design, and a composer. “We’re keeping the core team intentionally small, balancing ambition with practical scope,” Shefta clarified. “Our goal is to create a studio model that rewards its employees for success – for example, through share schemes – so that when a game does well, the whole team benefits together.” This approach is a direct response to the wave of layoffs that have swept the industry, often affecting developers whose games have still performed strongly.
Shefta believes that a fair, transparent compensation model can help avoid such disheartening outcomes. Shefta describes the studio’s philosophy as “taking the best of AAA and marrying it with the agility of a small indie team.” Her experience working on large‑budget titles taught her the importance of disciplined quality control and an understanding of what makes an intellectual property successful.
However, she also observed that massive budgets can lead to wasteful decisions and make recouping costs difficult, threatening long‑term viability. By contrast, indie development allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two strong ideas, resulting in a product that feels special and polished. “Being part of a smaller team means each person has a larger influence on shaping the game, which is incredibly rewarding for creatives,” she added.
“Our ultimate aim is to build a studio that puts the player experience and employee wellbeing at the forefront.” Looking ahead, Pretty Cool Games is actively seeking additional investment and a publishing partner to support the launch of its first title. The team remains confident that their combined experience, clear vision, and commitment to ethical studio practices will enable them to navigate the inevitable challenges of starting a new venture. As Shefta summed up, “We’ll rely on the significant experience and knowledge we’ve built over the years, and stay steadfast in our commitment to build games the right way.”