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 ambition is to build a studio that not only delivers entertaining experiences but also treats its staff fairly and shares the financial upside with them. Shefta’s résumé includes a stint as 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 been elected to the board of directors at TIGA and sits on the BAFTA Games Committee, giving her a strong voice in shaping the UK games sector. Dudley, on the other hand, was part of the original Human: Fall Flat team and has a résumé that spans Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio.
His breadth of experience across both large publishers and indie outfits informs the studio’s hybrid approach to production. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, the company best known for the mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that while raising capital is challenging in the current market, the appetite for fresh, inventive games remains strong. “From our very first conversation with Hypergryph we clicked. They loved our concept, embraced our long‑term vision and were enthusiastic about our off‑beat ideas.
It mattered that they are developers themselves who now want to support other creators,” she said. The bulk of the funding is earmarked for the studio’s debut title, a game that draws creative inspiration from a wide variety of sources: the whimsical charm of Nintendo, the cooperative storytelling of Hazelight (the studio behind *It Takes Two*), the immersive, narrative‑driven attractions of 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 and timeless, a game that brings a smile years after the first play‑through.” Creativity is positioned as a core pillar of the studio’s philosophy, not only for the developers but also for the players. The upcoming title will give gamers a sandbox of physics‑based interaction, coupled with level‑design systems that encourage unexpected, humorous outcomes.
“We are leaning into creativity as a pillar of our studio, and that applies to our players as well,” Shefta noted. “The freedom of a physics game, combined with our systems and level design, will let players generate wild, surprising scenarios.” The investment also enables Pretty Cool Games to build a small, focused team that can be sustained 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 contracts will bring in specialists for character art, audio, UI and a composer, as well as quality‑assurance personnel. Shefta emphasized the studio’s intention to stay lean yet ambitious. “We are keeping the core team small, being ambitious but practical in terms of scope,” she explained.
“We want a sustainable operation that rewards employees for success—through share schemes, for example—so that when a game does well, the whole team benefits.” This approach is a direct response to the wave of layoffs that have swept the industry, often affecting developers whose games have still performed strongly. The overarching goal, according to Shefta, is to blend the best practices of AAA production—rigorous quality standards and a deep understanding of what makes an IP succeed—with the agility and experimental spirit of a smaller indie team. “Working in AAA taught me discipline around quality and the importance of a strong IP,” she reflected.
“Those massive budgets can lead to wasteful decisions and make recouping costs difficult. Indie development lets you iterate quickly, focus on a few key ideas and create something special.” She also highlighted the creative empowerment that comes from a tight‑knit team.
“When you’re part of a smaller group, every person has a real influence on shaping the game, and that feels far more meaningful for us as creators.” Ultimately, Pretty Cool Games aims to put both player enjoyment and employee wellbeing at the forefront of its mission. “There will always be challenges when you launch a new studio,” Shefta acknowledged, “but we will lean on the experience we’ve accumulated over the years and stay committed to building games the right way.” The studio is actively seeking additional investment and a publishing partner to bring its first title to market, confident that its blend of humor, physics‑driven gameplay and a supportive workplace culture will resonate with gamers worldwide.