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 create a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of successful games with the people who build them. Shefta brings a wealth of experience to the venture. She previously led No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat from concept to worldwide release.
In addition to her industry credentials, Shefta was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, positions that underline her commitment to the broader gaming community. 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 diverse perspective on both big‑publisher pipelines and indie‑focused production methods. 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 mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that securing capital in the current climate is challenging, but the appetite for innovative games remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, embraced our long‑term vision and were excited by our off‑beat ideas. It was refreshing to partner with a fellow developer who wants to support other creators," she said. The bulk of the funding is earmarked for the studio’s debut title, a game that draws creative inspiration from several distinct sources. Nintendo’s legacy of approachable yet deep gameplay, Hazelight Studios’ emphasis on cooperative storytelling (as seen in *It Takes Two*), the immersive, narrative‑driven attractions of Disney theme parks, and the physical comedy of classic films such as *The Pink Panther* all inform the design philosophy.
Shefta summed up the goal: "We want to craft an experience that is 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 for the players as well. The upcoming title will leverage the open‑ended possibilities of a physics‑based engine, allowing users to experiment, solve puzzles, and generate unexpected moments. Level design and systemic tools are being built to encourage wild, emergent gameplay, giving players the freedom to express themselves through playful interaction.
The investment also enables the studio to assemble a small, focused team that Shefta hopes to keep stable over the long term. Currently, Pretty Cool Games 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. In the future, the studio intends to add quality‑assurance personnel and contract specialists for character art, audio, user interface design, and a composer.
"We keep the core team lean, aiming for ambitious but realistic scope," Shefta noted. "We also want a studio model that is fair to our employees. Recent industry layoffs have shown that success does not always translate into job security, so we are exploring share‑ownership schemes that let the whole team benefit when a game does well." Shefta describes the studio’s ambition as a hybrid of AAA polish and indie agility. "We want to take the best practices of AAA – disciplined quality control, thoughtful IP development – and combine them with the speed, experimentation, and decision‑making freedom of a smaller team." Her experience on large‑budget projects taught her the importance of disciplined quality, but also the pitfalls of excessive spending that can make recouping costs difficult.
"Big budgets often lead to wasteful decisions and make it hard to turn a profit, which can be unsustainable. Indie development lets you iterate quickly, focus on what feels right, and hone in on one or two core ideas to create something special," she explained. Working in a tight‑knit environment also means each team member has a larger impact on the final product, a factor that resonates with creative professionals seeking meaningful contribution. Shefta believes that when developers feel ownership over their work, the result is a more authentic and engaging experience for players.
Ultimately, Pretty Cool Games aims to put both player enjoyment and employee wellbeing at the forefront of its mission. "Challenges are inevitable when launching a new studio, but we’ll draw on the extensive experience we’ve built over the years and stay committed to building games the right way," Shefta affirmed. The studio continues to seek additional investment and a publishing partner to bring its inaugural title to market, confident that its blend of creative freedom, sustainable business practices, and a clear vision will resonate with both gamers and industry stakeholders alike.