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 ambition is to build a sustainable development house that treats its staff fairly and shares the fruits of any success with them. Shefta comes to the venture with a solid résumé: she previously ran No Brakes Games Tenerife as CEO and studio head, overseeing the creation of Human: Fall Flat. In addition to her industry experience, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on the business side of gaming.
Dudley, on the other hand, was one of the original team members on Human: Fall Flat. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, providing a wealth of technical and creative knowledge that complements Shefta’s leadership. To get the fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, the studio best known for the mobile RPG Arknights: Endfield.
Shefta told GamesIndustry.biz that raising capital is challenging in the current climate, but the appetite for fresh gaming experiences remains strong. "From our very first conversation with Hypergryph, we clicked," Shefta explained. "They loved our concept, backed our long‑term vision, and embraced the quirky ideas we wanted to explore.
It was refreshing to partner with a fellow developer who is eager to support other creators, and we wanted a partner who shared our enthusiasm for what we’re trying to achieve." According to Shefta, the bulk of the funding will be poured into the studio’s debut title, a project that draws inspiration from Nintendo’s playfulness, Hazelight’s narrative‑driven co‑op design, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. The goal, she says, is to craft an experience that remains memorable and delightful long after the first play‑through. "We are leaning into creativity as a core pillar—not just for our team but for the players as well," Shefta added. "Our game will give players the freedom to be inventive, using physics‑based mechanics combined with level‑design systems that encourage wild, unexpected scenarios." The investment also allows Pretty Cool Games to assemble a small, focused crew that Shefta hopes to keep sustainable 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. Future contracts will cover QA, character art, audio, UI, and a dedicated composer. Shefta emphasized that keeping the core team lean helps the studio stay ambitious yet realistic about scope.
"We’re building a studio that treats its employees fairly," she said. "Recent layoffs across the industry have shown that success doesn’t always translate into job security. We want to reward our team through mechanisms like share schemes so that when a game does well, everyone benefits." Her vision for Pretty Cool Games is to blend the best practices of AAA development—high standards of quality, disciplined production pipelines—with the agility and experimental spirit of an indie outfit. "Working in AAA taught me the importance of quality and what makes an IP thrive," she reflected.
"But massive budgets often lead to wasteful decisions and make recouping costs difficult. Indie development lets you iterate quickly, focus on a few strong ideas, and bring something special to market." She also noted that in a smaller team each member has a larger influence on the final product, which is more fulfilling for creative professionals.
The studio’s overarching aim is to put player enjoyment and employee wellbeing at the forefront of every decision. "There will always be challenges when you launch a new studio," Shefta acknowledged, "but we’ll rely on the deep experience we’ve accumulated over the years and stay committed to building games the right way." Pretty Cool Games is currently seeking additional investment and a publishing partner for its first title.
With a clear philosophy, seasoned leadership, and backing from Hypergryph, the studio hopes to deliver a game that combines humor, physics‑based fun, and heartfelt creativity, carving out a niche that resonates with both casual and hardcore gamers alike.