Pretty Cool Games has been launched by two veterans of the hit title Human: Fall Flat – Sitara Shefta, who will serve as chief executive officer, and Will Dudley, taking on the role of chief creative officer. Their shared ambition is to build a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of success with the people who create the games. Shefta brings a wealth of experience to the new venture.
She previously led No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human: Fall Flat from concept to launch. In addition to her industry credentials, she has been elected to the board of directors at TIGA and sits on the BAFTA Games Committee, giving her a strong voice in the broader UK games community. Dudley, the studio’s creative lead, was an original member of the Human: Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His background spans both large‑scale productions and smaller, experimental projects, positioning him well to drive the artistic vision of Pretty Cool Games.
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 explained to GamesIndustry.biz that securing capital in the current climate is challenging, but the demand for fresh, inventive games remains strong.
She noted that the partnership with Hypergryph felt natural from the first conversation: the Chinese studio loved the concept for Pretty Cool Games’ debut title, embraced the founders’ whimsical ideas, and shared a commitment to supporting fellow developers. According to Shefta, the bulk of the funding will be directed toward the studio’s first game, which draws creative inspiration from a diverse set of sources: the playful aesthetic of Nintendo, the cooperative storytelling of Hazelight (the studio behind *It Takes Two*), the immersive world‑building found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*.
She emphasized the desire to craft an experience that remains memorable and fun for years after its initial release. "We want to create something timeless and delightful that players will look back on with a smile," Shefta said.
"Our studio’s pillar is creativity, and we want that creativity to flow to the players. By leveraging the freedom inherent in a physics‑based game and coupling it with clever level design and systems, we can enable all kinds of unexpected, hilarious moments." The investment also allows Pretty Cool Games to assemble a small, focused team that Shefta hopes will be sustainable in the long term. The studio currently employs four full‑time staff members and intends to grow to ten.
Immediate hires are planned for lead design, level design, environment art, and concept art, with future contracts earmarked for quality assurance, character art, audio, user‑interface design, and a composer. Shefta stressed that keeping the core team compact helps the studio stay ambitious yet realistic about scope. "We’re building a studio that rewards its employees for success," she explained. "Recent industry layoffs have shown that even successful games don’t always translate into job security for developers.
We want to implement share schemes so that if our games do well, the whole team benefits together." Her long‑term vision is to blend the best practices of AAA development—discipline, quality standards, and an understanding of what makes a franchise successful—with the agility and experimental spirit of indie studios. She reflected on her time in AAA, noting that large budgets can lead to wasteful decisions and make recouping costs difficult, whereas indie development allows for rapid iteration and a focus on a few core ideas that feel right.
"In a smaller team, every individual has a larger impact on the final product," Dudley added. "That sense of ownership is motivating for creators and results in a game that truly reflects the team’s collective vision." Ultimately, the founders aim to put both player enjoyment and employee wellbeing at the forefront of their business model.
Shefta acknowledges that launching a new studio will inevitably present obstacles, but she is confident that the extensive experience she and Dudley have accumulated over the years will guide them through. "Challenges are inevitable, but we will rely on our deep industry knowledge and stay true to our commitment to build games the right way," she concluded. Pretty Cool Games is also actively seeking additional investment and a publishing partner to bring its debut title to market. The studio’s approach—combining high‑quality production values with a lean, creative team—positions it as a promising new player in the UK games landscape, aiming to deliver experiences that are both innovative and enduring.