Pretty Cool Games has been launched by two seasoned 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 studio that not only produces enjoyable games but also treats its staff fairly and shares the rewards of success with them. Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human : Fall Flat.
In addition to her industry résumé, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and holds a seat on the BAFTA Games Committee, underscoring her standing within the British gaming community. Dudley, the studio’s creative lead, was an original member of the Human : Fall Flat team.
His résumé includes stints at major publishers and development houses such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a broad perspective on both large‑scale and indie production pipelines. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a challenging funding environment, the appetite for fresh gaming experiences remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term studio vision, and embraced our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them a perfect partner for us," she said.
According to Shefta, the bulk of the capital will be poured into the studio’s debut title. The game draws creative inspiration from a variety of sources: Nintendo’s playful design ethos, Hazelight Studios’ narrative‑driven cooperative experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic cinema such as *The Pink Panther*. Shefta summed up the ambition: "We want to craft something memorable, timeless, and so much fun that players recall it with delight years after they first play it." Creativity is positioned as a core pillar of the studio’s philosophy, not only for the developers but also for the players.
Shefta described the forthcoming title as a sandbox of physics‑based interaction that encourages players to experiment, solve puzzles, and generate unexpected moments. "The freedom inherent in a physics game, combined with our level‑design systems, will let players create wild, surprising scenarios," she noted. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to sustain over the long term. The studio currently employs four full‑time staff members and intends to grow to ten.
Immediate hires are planned for lead design, level design, environment art, and concept art, with future contracts slated for character art, audio, UI design, and a composer. "We are keeping the core team lean, ambitious yet realistic about scope," Shefta clarified.
"We also want a studio model that is sustainable and fair. Recent industry layoffs have shown that success does not always translate into job security, so we are designing share‑scheme incentives so that when our games succeed, the whole team benefits." Shefta articulated a hybrid approach that merges the best practices of AAA production with the agility of indie development. "My AAA background taught me discipline around quality and an understanding of what makes an IP thrive. However, massive budgets can lead to wasteful decisions and make recouping costs difficult.
Indie studios can move faster, experiment more, and focus on the ideas that feel right. By combining AAA rigor with indie speed, we aim to iterate quickly, make decisive choices, and deliver a polished experience." Working in a smaller team, she believes, gives each member a larger voice in shaping the final product, fostering a sense of ownership and creative fulfillment. "When everyone can influence the game, the work feels more meaningful," she said.
Ultimately, Pretty Cool Games’ mission is to prioritize the player experience and employee wellbeing above all else. Shefta acknowledges that launching a new studio always presents obstacles, but she is confident that the collective experience she and Dudley have accumulated will guide them through. "We will stay true to our commitment to build games the right way, relying on the knowledge we’ve gathered over the years," she concluded.
The studio is also actively seeking additional investors and a publishing partner to support the launch of its inaugural title. With a clear vision, a seasoned leadership team, and backing from a successful Chinese developer, Pretty Cool Games aims to carve out a niche where innovative gameplay, comedic physics, and a healthy workplace culture intersect.