Pretty Cool Games has been 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 shared ambition is to build a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of any successes with the whole team. Shefta brings a wealth of experience to the venture.
She previously led No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human: Fall Flat from concept to worldwide release. In addition to her industry track record, she was recently appointed to the board of the UK Interactive Entertainment association (TIGA) and holds a seat on the BAFTA Games Committee, where she helps shape policy for the broader gaming community. Dudley, the studio’s creative lead, was also part of the original Human: Fall Flat team.
His résumé includes stints at 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 studio 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 investment climate, there remains a strong appetite for fresh, innovative games. “From our very first conversation with Hypergryph, we clicked.
They loved our concept, backed our long‑term vision, and embraced our quirky ideas. It was refreshing to partner with a fellow developer who is as enthusiastic about supporting other creators as we are,” she said. The bulk of the funding is earmarked for the studio’s debut title, a project that draws creative inspiration from a diverse set of sources: Nintendo’s playful design philosophy, Hazelight Studios’ narrative‑driven multiplayer 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 emphasized the team’s goal: “We want to craft something memorable and timeless, a game that players will recall with delight years after their first playthrough.” Creativity sits at the heart of Pretty Cool Games’ ethos, not only for the developers but also for the players. The upcoming game will give gamers a sandbox of physics‑based interactions, combined with carefully engineered systems and level design that encourage unexpected, humorous outcomes.
“We’re leaning into creativity as a pillar of our studio, and that applies to our players as well,” Shefta noted. “The freedom inherent in a physics game, paired with our inventive level tools, will let players express themselves in wildly entertaining ways.” The Hypergryph investment also enables the studio to grow a small, focused team that Shefta hopes can remain stable over the long term. Currently, Pretty Cool Games employs four full‑time staff members, with plans to expand to ten.
Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future recruitment will target quality‑assurance specialists and contract roles for character art, audio design, UI, and a composer.
Shefta stressed the importance of keeping the core team lean while remaining ambitious about the project’s scope. “We’re being realistic about what a small team can achieve, yet we want to be bold in our ideas,” she said.
“Our aim is to build a studio that rewards its employees for success – for example, through share schemes – so that when a game does well, everyone benefits.” This philosophy is a direct response to recent industry layoffs, where developers were let go despite having contributed to commercially successful titles. Shefta wants to avoid that disconnect by aligning staff compensation with the studio’s performance. The overarching ambition is to blend the best practices of AAA development – rigorous quality standards, disciplined production pipelines, and a focus on what makes an intellectual property thrive – with the agility and experimental spirit of indie studios.
“Working in AAA taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions,” Shefta reflected. “Indie development lets you iterate quickly, test ideas, and double‑down on what feels fun. By keeping the team small, each member has a meaningful impact on the game’s direction, which is incredibly rewarding for creatives.” Ultimately, Pretty Cool Games aspires to put both player experience and employee wellbeing at the forefront of its mission.
The studio acknowledges that launching a new venture will inevitably bring challenges, but Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them through. “We’ll stay true to our commitment to build games the right way, focusing on sustainable growth, fair treatment of our staff, and delivering unforgettable experiences to players,” she concluded.
Pretty Cool Games is also actively seeking additional investment and a publishing partner to help bring its debut title to market, signaling that the studio is poised for further expansion once its foundational principles are firmly established.