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 ambition is to create a sustainable development house that treats its staff fairly and shares the financial rewards of successful releases with them. Shefta previously led No Brakes Games Tenerife as CEO and studio head, where she oversaw the creation of Human: Fall Flat.
In addition to her industry experience, she has recently been appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the British Academy of Film and Television Arts (BAFTA) Games Committee, giving her a broad perspective on the sector’s challenges and opportunities. Dudley, an original member of the Human: Fall Flat team, brings a rich résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His background spans both large‑scale console projects and smaller, experimental titles, equipping him with the versatility needed to shepherd a new indie venture.
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 mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that despite a tight funding environment, demand for fresh gaming experiences remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term vision, and embraced our off‑beat ideas.
The fact that they are developers themselves, now supporting other studios, made them an ideal partner," she said. The bulk of the capital will be funneled into the studio’s debut title, a game that draws inspiration from a variety of sources: Nintendo’s playful design ethos, Hazelight Studios’ narrative‑driven cooperative experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like The Pink Panther.
Shefta emphasized the team’s desire to craft something "memorable, timeless and so much 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 only for the developers but also for the players. The upcoming title will leverage physics‑based gameplay to give users a sandbox of possibilities, allowing them to devise wild, unexpected solutions to in‑game challenges.
This approach mirrors the freedom found in other physics‑driven games while adding bespoke systems and level design that encourage emergent, humorous moments. The investment also enables the studio to assemble a small, focused team that Shefta hopes to keep sustainable over the long term. Currently, Pretty Cool Games employs four full‑time staff members and is planning to grow to ten.
Immediate hiring needs include a lead designer, a level designer, an environment artist, and a concept artist. Future contracts will cover character art, audio design, user‑interface work, and a composer.
"We are keeping the core team lean, ambitious yet realistic about scope," Shefta noted. "We want a studio that treats its employees fairly.
Recent mass layoffs in the industry have shown that success does not always translate into job security. We aim to reward our team through share schemes so that when a game does well, everyone benefits." Shefta’s ultimate goal is to blend the best practices of AAA development—rigorous quality standards and an understanding of what makes a franchise endure—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 projects often have massive budgets that can lead to wasteful decisions and make recouping costs difficult.
Indie development, by contrast, allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two core ideas that feel right." In a smaller team, each member’s voice carries more weight, which Shefta believes leads to a more meaningful creative process. "When everyone can shape the game, the work feels more personal and rewarding," she said. Looking ahead, Pretty Cool Games is actively seeking additional investment and a publishing partner for its first title. The studio’s long‑term vision is to put player enjoyment and employee wellbeing at the forefront of every decision.
"There will always be challenges when you launch a new studio," Shefta acknowledged, "but we will rely on the extensive experience we’ve built over the years and stay committed to building games the right way." In summary, Pretty Cool Games represents a new chapter for two seasoned developers who aim to combine the polish of big‑budget productions with the flexibility of indie creation, all while fostering a fair, rewarding workplace and delivering a game that captures the whimsical spirit of classic physical comedy.