Pretty Cool Games was founded by two seasoned veterans of the hit title Human: Fall Flat – Sitara Shefta, who now serves as Chief Executive Officer, and Will Dudley, the company’s Chief Creative Officer. Their ambition is to create a studio that not only delivers entertaining games but also treats its staff fairly and shares the financial upside of successful releases. Shefta brings a wealth of leadership experience to the new venture.
Prior to this, she was the CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry work, she has recently been appointed to the Board of Directors at TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem. Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, providing him with a diverse background in both large‑scale and indie development environments.
To get the fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular mobile RPG Arknights: Endfield. Shefta told GamesIndustry.biz that securing capital was challenging, but the partnership with Hypergryph proved a perfect fit because the Chinese studio “loved the game concept, supported our long‑term vision and embraced our wacky ideas.” She added that Hypergryph’s own experience as a game‑making company made them an especially appealing partner for a fledgling studio seeking a collaborative investor.
According to Shefta, the bulk of the funding is earmarked for the studio’s debut title. The game draws creative inspiration from a mix of sources: Nintendo’s timeless design philosophy, Hazelight’s narrative‑driven multiplayer experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. Shefta summed up the ambition: “We want to craft something memorable, timeless and so much fun that players look back on it with delight years after their first play session.” Creativity is positioned as a core pillar of Pretty Cool Games, not only for the developers but also for the players. The upcoming title will leverage the freedom inherent in physics‑based gameplay, combined with carefully crafted systems and level design that encourage unexpected, humorous outcomes.
This approach is intended to let players express themselves through playful experimentation, echoing the slap‑stick spirit that made the original Human: Fall Flat a cult favorite. The investment also enables the studio to build a small, focused team that Shefta hopes can be sustainable over the long term. Currently, Pretty Cool Games 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 recruitment will target quality‑assurance specialists and contract roles for character art, audio, UI design, and a composer. Shefta emphasized that keeping the core team lean allows the studio to remain ambitious while staying realistic about scope. A key differentiator for the studio is its commitment to employee fairness.
Shefta noted that recent industry layoffs have often affected developers whose games performed well, prompting the studio to devise share‑scheme incentives that reward the whole team when a title succeeds. “We want a model where success is shared, so if our games do well, everyone benefits together,” she explained.
Shefta’s vision for Pretty Cool Games is to blend the best practices of AAA development—rigorous quality standards and a deep understanding of what makes an intellectual property thrive—with the agility and experimental mindset of an indie studio. She reflected on her AAA experience, saying it taught her the importance of disciplined quality control but also exposed her to the wasteful spending and financial pressure that can make large‑budget projects unsustainable. In contrast, indie development allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two strong ideas to create something truly special. Working in a smaller team, according to Shefta, gives each individual a greater influence on the final product, making the creative process more meaningful.
The studio’s ultimate goal is to put both player enjoyment and employee wellbeing at the forefront of every decision. “There will always be challenges when launching a new studio,” Shefta acknowledged, “but we will rely on the extensive experience we’ve accumulated over the years and stay true to our commitment to build games the right way.” Pretty Cool Games is actively seeking additional investment and a publishing partner to bring its debut title to market. With a clear philosophy, a seasoned leadership team, and backing from a successful international developer, the studio aims to carve out a niche where innovative, physics‑driven fun can thrive while fostering a sustainable, rewarding workplace for its creators.