Pretty Cool Games has been launched by two seasoned veterans of 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 operates on sustainable principles, treats its staff fairly, and shares success with the people who create it. Shefta brings a wealth of leadership experience to the venture.
She previously ran No Brakes Games Tenerife as its CEO and studio head, where she oversaw the development of Human: Fall Flat. In addition to her industry credentials, she was recently appointed to the Board of Directors at TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the business and creative sides of the medium. Dudley, the studio’s CCO, was an original member of the Human: Fall Flat team. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, providing a deep well of technical and artistic expertise that complements Shefta’s strategic vision.
To get the new, fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, the studio behind the popular RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while raising capital is challenging in the current climate, the appetite for fresh, innovative games remains strong. "From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term studio vision, and embraced our quirky ideas.
The fact that they are game creators themselves, now supporting other developers, made them stand out, and we wanted a partner who shared our enthusiasm," she said. The bulk of the funding is earmarked for the studio’s debut title, a project that draws creative inspiration from several diverse sources. Nintendo’s emphasis on playful design, Hazelight’s narrative‑driven co‑op experiences (best known for A Way Out and It Takes Two), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther all inform the game’s direction. Shefta summed up the ambition: "We aim to craft something memorable and timeless—so fun that players look back on it with delight years after their first play session." Creativity sits at the heart of Pretty Cool Games’ philosophy, not just for the developers but for the players as well.
The upcoming game will give users a sandbox of physics‑based tools that encourage experimentation, allowing them to devise wild, unexpected solutions to challenges. This freedom, combined with carefully designed levels and systems, is intended to spark spontaneous, humorous moments that echo the slap‑stick style of The Pink Panther. The investment also enables the studio to assemble a small, focused team that Shefta hopes can remain stable over the long term.
Currently, four full‑time staff members are on board, with plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist.
Future recruitment will cover quality assurance, contract roles for character art, audio, UI, and even a dedicated composer. "We keep the core team lean, ambitious yet realistic about scope," Shefta clarified. "We also strive to build a studio that treats its employees fairly. Recent industry layoffs have shown that success doesn’t always translate into job security, so we’re implementing share schemes and other incentives so that when our games succeed, the whole team benefits." Shefta’s overarching goal is to blend the best practices of AAA production—high standards for quality, disciplined pipelines, and an understanding of what makes an intellectual property thrive—with the agility and experimental spirit of indie development.
"Working in AAA taught me the importance of disciplined quality and the pitfalls of massive budgets that can lead to wasteful decisions and tough recoup scenarios," she reflected. "Indie teams can move faster, iterate cheaply, and focus on what feels good. By honing in on one or two core ideas, you can create something truly special." Being part of a smaller team also means every individual has a larger impact on the final product, a factor that Shefta finds creatively rewarding. "When each person’s voice matters, the work feels more meaningful," she noted.
Ultimately, Pretty Cool Games aspires to put both player enjoyment and employee wellbeing at the forefront of its mission. Shefta acknowledges that launching a new studio will inevitably involve obstacles, but she is confident that the collective experience she and Dudley have amassed over the years will guide them. "We will stay true to our commitment to build games the right way, focusing on sustainable growth, fair treatment, and unforgettable experiences for our community," she concluded.
The studio is actively seeking additional investment and a publishing partner to bring its first title to market, and it hopes that its blend of AAA polish and indie flexibility will attract both fans and industry collaborators alike.