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 not only produces entertaining experiences but also treats its staff fairly, rewarding them for the company’s achievements. Shefta’s résumé includes a stint as CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat.
She recently earned a seat on the TIGA Board of Directors and contributes to the BAFTA Games Committee, underscoring her deep ties to the UK games ecosystem. Dudley, a founding member of the original Human: Fall Flat team, brings a varied background that spans Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His breadth of experience across both large publishers and indie outfits informs the studio’s hybrid approach to production.
To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, best known for the mobile RPG Arknights: Endfield. Shefta told GamesIndustry.biz that securing investment in the current climate is challenging, yet she believes demand for fresh, innovative games 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 off‑beat ideas.
The fact that they are developers themselves, now supporting other studios, made them a perfect partner for us," she explained. According to Shefta, the bulk of the funding will be directed toward the studio’s debut title.
The game draws creative inspiration from a wide range of sources: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven co‑op experiences (the studio behind *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. Shefta summed up the ambition: "We want to craft something memorable, timeless and so much fun that players look back on it with delight years after their first playthrough." Creativity sits at the core of Pretty Cool Games’ identity, not just for the developers but for the players as well.
The upcoming title will give gamers a sandbox of physics‑based mechanics, paired with level‑design systems that encourage unexpected, whimsical outcomes. This blend of freedom and structured design is intended to let players express themselves through playful experimentation. The Hypergryph investment also enables the studio to expand its team in a sustainable manner. Currently, four full‑time staff members are on board, with plans to grow to ten.
Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future contracts will cover QA, character art, audio, UI, and a composer.
Shefta emphasized that keeping the core team small allows the studio to remain ambitious yet realistic about scope, while also fostering a workplace where each employee’s contribution directly shapes the final product. In light of recent industry layoffs, Shefta is determined to create a model that aligns employee compensation with the success of the games.
She mentioned potential share‑scheme arrangements that would let the whole team benefit if the title performs well, contrasting this with the often‑unfair practices seen at larger studios where developers are let go despite a game’s commercial success. Shefta’s overarching goal is to merge the best practices of AAA development – disciplined quality control, rigorous testing, and an understanding of what makes an IP thrive – with the agility and experimental spirit of indie studios. "Working in AAA taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions. Indie development, by contrast, lets you iterate quickly, focus on core ideas, and bring something special to market without the overhead of a blockbuster budget," she reflected.
She also highlighted that a smaller team means every member has a louder voice in shaping the game, which is personally rewarding for creative professionals. Ultimately, Pretty Cool Games aims to put player enjoyment and employee wellbeing at the forefront of its philosophy. While launching a new studio inevitably brings challenges, Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them through.
"We’ll rely on our deep industry knowledge, stay true to our commitment to build games the right way, and keep our focus on delivering experiences that delight players while supporting the people who create them," she concluded. The studio is actively seeking additional investment and a publishing partner to bring its first title to market, signaling that the journey is just beginning for this ambitious, player‑centric venture.