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 rewards the team when its games succeed.
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 also sits on the Board of Directors at TIGA and is a member of the BAFTA Games Committee, giving her a strong voice in the UK games community.
Dudley, an original member of the Human: Fall Flat team, brings a wealth of experience from previous roles at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular RPG Arknights: Endfield. Shefta told GamesIndustry.biz that raising capital is challenging in the current climate, but she believes demand for fresh, innovative games remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, embraced our quirky ideas and shared our long‑term vision for the studio. It was refreshing to work with fellow developers who wanted to support other creators," she explained. According to Shefta, the bulk of the funding will be poured into the studio’s debut title.
The game draws creative inspiration from a diverse set of sources: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven multiplayer experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. "We want to craft something that feels timeless, unforgettable and so much fun that players look back on it with a smile years later," Shefta emphasized.
Creativity is positioned as a core pillar of the studio’s identity, both for the developers and the players. The upcoming title will give players a sandbox of physics‑based mechanics, combined with level‑design tools that encourage unexpected, whimsical solutions.
"Our systems will let players express themselves through play, creating wild scenarios that surprise even the designers," Shefta added. The Hypergryph investment also allows Pretty Cool Games to hire a small, focused team that Shefta hopes to keep stable over the long term.
The studio currently employs four full‑time staff members and plans to grow to ten. Immediate hires include 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. "We keep the core team lean to stay ambitious yet realistic about scope," Shefta said.
"We also want to build a studio that treats its people well. Recent mass layoffs across the industry have shown that success doesn’t always translate into job security. We intend to share the upside with our team through equity or profit‑share schemes, so when a game does well, everyone benefits." Shefta’s ultimate ambition is to blend the best practices of AAA development with the agility of a small indie outfit. "Working on big‑budget titles taught me discipline, quality standards and what makes an IP endure," she reflected.
"But those budgets often lead to wasteful decisions and make recouping costs a nightmare. Indie development lets you experiment, iterate quickly and focus on the ideas that feel right. By keeping the team small, each person has a real impact on the final product, which is incredibly rewarding for creatives." The studio’s philosophy centers on putting the player experience and employee wellbeing at the forefront. Shefta acknowledges that launching a new studio always brings challenges, but she is confident that the combined experience of her and Dudley, along with the support from Hypergryph, will guide them through.
"We’ll stay true to our commitment to build games the right way, learning from our past successes and failures, and always prioritising a healthy work environment," she concluded. Pretty Cool Games is actively seeking additional investment and a publishing partner for its first title.
With a clear creative direction, a supportive backer and a leadership team seasoned in both indie and AAA environments, the studio aims to deliver a game that stands out for its humor, inventive physics and lasting appeal.