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 whole team when a game succeeds. Shefta brings a wealth of leadership experience to the venture.
She previously ran No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human: Fall Flat. In addition to her industry work, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, where she contributes to shaping policy for the wider games community. 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 him a broad perspective on how games are made and marketed.
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 explained to GamesIndustry.biz that, despite a generally tight investment climate, there is still strong appetite for fresh, innovative games. "From our very first conversation with Hypergryph we clicked. They loved our concept, embraced our long‑term studio vision and were excited about our off‑beat ideas.
The fact that they are developers themselves, now supporting other creators, made them an ideal partner for us," she said. According to Shefta, the bulk of the funding will be poured into the studio’s debut title.
The game draws inspiration from a diverse set of sources: the whimsical charm of classic Nintendo titles, the cooperative storytelling of Hazelight’s *It Takes Two*, the immersive world‑building found in Disney theme‑park attractions, and the physical comedy of films 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 their first play session." Creativity sits at the heart of Pretty Cool Games’ philosophy, both for the developers and the players. The upcoming title will be a physics‑based playground that encourages users to experiment, solve puzzles and generate unexpected scenarios. By combining open‑ended physics mechanics with carefully designed levels and systems, the team hopes to give players a sandbox where personal expression and humor can flourish.
The investment also allows the studio to assemble a small, focused team that Shefta intends to keep stable over the long term. Currently, four full‑time staff members are on board, and the company plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist and a concept artist.
Future positions will cover quality assurance, contract roles for character art, audio, UI design and a composer. "We are keeping the core team lean, ambitious yet realistic in scope," Shefta clarified. "We also want a studio model that is fair to employees. Recent industry layoffs have shown that success does not always translate into job security, so we are exploring share‑scheme models that let the whole team benefit when a game does well." Shefta describes the studio’s goal as "taking the best of AAA production values and marrying them with the agility of a small, focused indie team." Her experience on large‑budget projects taught her the importance of disciplined quality control and an understanding of what makes a franchise successful.
However, she also observed that massive budgets can lead to wasteful decisions and make it difficult to recoup costs, threatening long‑term viability. By contrast, indie development can move quickly, experiment freely and concentrate on a handful of core ideas, resulting in distinctive experiences that stand out in a crowded market.
Working in a smaller team also means that each individual has a greater influence on the final product, a factor that Shefta finds creatively rewarding. "When everyone can shape the game, the work feels more meaningful," she noted.
Ultimately, the studio’s mission is to prioritize player enjoyment and employee wellbeing above all else. She acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the combined experience of the founders and their commitment to ethical development practices will guide them through. "We will rely on the knowledge we have built over the years and stay true to our commitment to build games the right way," she concluded.
In summary, Pretty Cool Games is a UK‑based, fully remote studio founded by seasoned developers from Human: Fall Flat. Backed by Hypergryph, the studio is set to develop a physics‑driven, comedy‑infused title that blends influences from Nintendo, Hazelight, Disney and classic slap‑stick cinema. With a clear focus on sustainable growth, fair employee treatment and creative freedom, the team aims to deliver a memorable gaming experience while proving that a small, well‑run studio can achieve AAA‑level quality without the pitfalls of oversized budgets.