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 them when the company succeeds. Shefta brings a strong leadership background 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 experience, she was recently appointed to the board of TIGA and serves on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem. 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 varied background in both large‑scale and indie environments informs the studio’s hybrid approach to production. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured undisclosed investment from Chinese developer Hypergryph, the studio behind the popular RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that while raising capital is currently challenging, the appetite for fresh gaming experiences remains strong. "From our very first conversation with Hypergryph we clicked instantly. They loved our concept, backed our long‑term vision and embraced our quirky ideas.
The fact that they are developers themselves, now supporting other creators, made them an ideal partner," 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: Nintendo’s timeless design philosophy, Hazelight’s narrative‑driven co‑op experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like *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 they first played it." Creativity sits at the heart of the studio’s ethos, both for the developers and the players.
Shefta highlighted that the upcoming title will give players a sandbox of physics‑based freedom, combined with carefully designed systems and levels that encourage unexpected, hilarious outcomes. "We’re leaning into creativity as a pillar of our studio, and that applies to our players as well. The physics engine will let them experiment, while our level design will spark wild scenarios," she explained.
The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep stable over the long term. The studio currently 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 contracts will cover QA, character art, audio, UI and a composer.
"We’re keeping the core team small, being ambitious but practical about scope," Shefta noted. "We also want a studio that is sustainable and fair. Recent industry layoffs have shown that success doesn’t always translate to job security, so we’re designing share‑scheme incentives so that if our games do well, the whole team benefits together." Shefta’s goal is to blend the best practices of AAA production with the agility of an indie outfit. "Working in AAA taught me discipline around quality and what makes an IP successful.
Those massive budgets can lead to wasteful decisions and make recouping costs a nightmare, which isn’t sustainable. Indie development lets you iterate quickly, experiment, and focus on what feels right. By honing in on one or two core ideas you can create something truly special," she reflected. Being part of a smaller team also means each individual has a larger impact on the final product.
"When everyone can shape the game, it feels more meaningful to us as creators," Dudley added. Ultimately, Shefta wants Pretty Cool Games to be a studio that puts player enjoyment and employee wellbeing at the forefront. She acknowledges that launching a new studio will always involve obstacles, but she is confident that the experience she and Dudley have accumulated over the years will guide them.
"We’ll rely on our collective knowledge, stay true to our commitment to build games the right way, and keep our community and team at the centre of everything we do," she concluded. The studio is actively seeking additional investment and a publishing partner for its first title, aiming to secure the resources needed to bring their ambitious, comedy‑infused, physics‑driven game to market while maintaining the ethical and sustainable workplace standards they champion.