Pretty Cool Games was launched by two seasoned 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 is both sustainable and equitable, rewarding its staff when the games succeed. Shefta previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her executive experience, she has been appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad view of the industry’s challenges and opportunities.
Dudley, a founding 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, adding deep production expertise to the partnership. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the tactical RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that securing capital in the current climate is difficult, but 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 studio vision and were enthusiastic about our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them a perfect partner," she said. The bulk of the funding is earmarked for the studio’s debut title, a project that draws creative inspiration from a range of sources: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven co‑op experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like The Pink Panther. Shefta emphasizes the desire to craft something that feels timeless and delightful, a game that players will recall with a smile years after their first play session.
"Creativity is a core pillar of Pretty Cool Games, both for our team and for the players we serve," Shefta noted. "We’re building a physics‑based playground that gives players the freedom to experiment, combined with level‑design systems that generate unexpected, often hilarious scenarios. The aim is to let players express themselves through play, turning every session into a unique, shareable experience." The investment also enables the studio to assemble a small, focused team that can be sustained 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. Additional contract roles for character art, audio, UI, and a composer are also slated for the near future. Shefta stresses that keeping the core team lean allows the studio to stay ambitious while remaining realistic about scope. Shefta is especially keen on building a studio culture that protects employees from the layoffs that have plagued the wider industry.
"We want a model where success is shared. If our games perform well, the team benefits through share schemes and other profit‑sharing mechanisms," she explained. This approach, she believes, aligns incentives and fosters a sense of ownership among staff.
The strategic goal is to blend the best practices of AAA development—rigorous quality standards, disciplined pipelines, and an understanding of what makes a franchise endure—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. Indie development, by contrast, lets you iterate quickly, focus on a few core ideas, and deliver something special without the overhead," Shefta reflected.
In a smaller team, each individual’s contribution has a tangible impact on the final product, a factor that Shefta finds creatively fulfilling. "When everyone can shape the game, the work feels more meaningful," she said. Ultimately, Pretty Cool Games aims to prioritize player enjoyment and employee wellbeing above all else. The studio acknowledges that launching a new venture will inevitably present challenges, but Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them through.
"We remain committed to building games the right way, with a focus on sustainable growth, creative freedom, and shared success," she concluded. As the studio seeks additional investment and a publishing partner for its inaugural title, the team remains optimistic that their blend of seasoned expertise, innovative design, and a supportive partnership with Hypergryph will pave the way for a new kind of game development studio—one that values both its creators and its audience.