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 create a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of success with the people who build the games.
Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her executive duties, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on industry trends and policy.
Dudley, on the other hand, was part of the original Human: Fall Flat team and 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, experimental titles, giving the partnership a balanced mix of creative and production expertise. To get the new, 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 told GamesIndustry.biz that raising capital has become increasingly difficult, but she believes the appetite for fresh, inventive games remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, embraced our long‑term studio vision, and were enthusiastic about our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them stand out, and we wanted a partner who shared our excitement," she explained.
The bulk of the funding is earmarked for the studio's debut project, a game that draws inspiration from a diverse set of influences. 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 such as *The Pink Panther* all inform the game's direction. 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 play session." Creativity sits at the heart of Pretty Cool Games' ethos, not only for the developers 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, humorous outcomes. This approach aims to let players experiment, solve puzzles in their own way, and express themselves through playful interaction. The investment also enables the studio to build a small, focused team that Shefta hopes will remain sustainable over the long term. Currently, Pretty Cool Games employs four full‑time staff members and plans to grow to ten.
The immediate hiring roadmap includes a lead designer, a level designer, an environment artist, and a concept artist. Additional contract roles are slated for character art, audio, UI design, and a composer, as well as quality‑assurance positions once the prototype reaches a more mature stage.
Shefta emphasized the deliberate choice to keep the core team lean: "We are ambitious but realistic about scope. By staying small we can iterate quickly, make decisions fast, and maintain a healthy work‑life balance for everyone. Recent industry layoffs have shown that big budgets do not always translate into job security.
We want to reward our team directly—through share schemes and profit participation—so that when a game succeeds, the whole studio benefits together." The overarching goal, according to Shefta, is to blend the best practices of AAA development—rigorous quality standards, polished production pipelines, and strong IP management—with the agility and experimental spirit of indie studios. "Working in AAA taught me discipline and the importance of a solid foundation for an IP. However, massive budgets can lead to wasteful decisions and make recouping costs a nightmare. Indie development, by contrast, lets you focus on a few core ideas, iterate fast, and deliver something special without the overhead of a blockbuster." In a smaller team, every individual has a greater impact on the final product, a fact that resonates deeply with creative professionals.
Shefta believes that this sense of ownership fuels motivation and leads to higher quality work. "When everyone can shape the game, the experience becomes more meaningful for the creators, and that translates into a better experience for players," she noted.
Ultimately, Pretty Cool Games aims to put the player's enjoyment and the employees' wellbeing at the forefront of every decision. The studio acknowledges that launching a new venture will inevitably bring challenges, but Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them through. "We remain committed to building games the right way—by fostering a supportive culture, encouraging creative risk‑taking, and ensuring that success is shared across the whole team," she concluded.
As the studio moves forward, it is actively seeking additional investment and a publishing partner to bring its first title to market. With a clear vision, a solid financial foundation from Hypergryph, and a team of seasoned developers, Pretty Cool Games is positioned to deliver a fresh, humor‑filled gaming experience that could become a new classic in the physics‑based genre.