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, appointed chief creative officer. Their shared ambition is to build a studio that operates on sustainable principles, treats its staff fairly and directly rewards them when the company succeeds. Shefta comes to the venture with a strong pedigree.
She previously headed No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat and acted as both studio head and chief executive. In addition to her industry experience, she was recently elected to the Board of Directors at TIGA and holds a seat on the BAFTA Games Committee, giving her a broad perspective on the health of the UK games sector.
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 console projects and smaller, experimental titles, equipping him with a versatile skill set that complements Shefta’s leadership.
To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, the studio behind the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while investment climates are challenging, the appetite for fresh, inventive games remains strong. She added that the initial conversations with Hypergryph went smoothly because the Chinese studio loved the concept for Pretty Cool’s debut title, shared their long‑term vision and welcomed the team’s off‑beat ideas.
"They are developers themselves who are now supporting other developers, which made them stand out to us," Shefta said. "We wanted a partner who was as enthusiastic about our ambitions as we are." According to Shefta, the bulk of the funding will be poured into the studio’s first game, a project that draws inspiration from a wide range of sources: the whimsical design language of Nintendo, the narrative‑driven co‑op experiences of Hazelight (the creators of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films like *The Pink Panther*. The goal, she emphasized, is to craft a memorable, timeless experience that players will look back on with delight years after their first play‑through.
"Creativity is a pillar of our studio, and we want that creativity to flow to the players as well," Shefta explained. "We are building a game that gives people the freedom to experiment and express themselves through play.
The physics‑based core of the game, combined with our level‑design systems, will generate wild, unexpected scenarios that encourage players to think outside the box." The Hypergryph investment also allows Pretty Cool Games to assemble a small, focused team that Shefta hopes will remain viable over the long term. At present the studio employs four full‑time staff members, with plans to grow to ten.
Upcoming hires include a lead designer, a level designer, an environment artist and a concept artist. In the future the studio intends to bring on quality‑assurance specialists and contract contributors for character art, audio, UI design and a composer.
Shefta stressed that keeping the core team lean is a deliberate choice. "We are ambitious but realistic about scope," she said. "We also want to build a studio that treats its employees fairly.
The industry has seen many layoffs recently, even on projects that were commercially successful. We want to avoid that by rewarding our team directly – for example through share‑ownership schemes – so that when a game does well, everyone benefits." Her vision for Pretty Cool Games is to combine the best practices of AAA development – rigorous quality standards, polished production values and a deep understanding of what makes a franchise succeed – with the agility and experimental spirit of a smaller indie outfit.
"Working in AAA taught me discipline and the importance of quality," Shefta reflected. "Those massive budgets can lead to wasteful decisions and make recouping costs difficult, which isn’t sustainable.
Indie development lets you iterate quickly, focus on a few strong ideas and bring something special to market." She also highlighted the creative empowerment that comes from being part of a small team. "When the team is small, each person has a real influence on shaping the game, and that feels much more meaningful for us as creators," she said. Ultimately, Shefta’s mission is to create a studio that puts both the player experience and employee wellbeing at the forefront. "There will always be challenges when you launch a new studio," she acknowledged, "but we will rely on the extensive experience we’ve built over the years and stay committed to building games the right way." Pretty Cool Games is currently seeking additional investment and a publishing partner for its debut title, aiming to bring its unique blend of physics‑based humor, narrative depth and creative freedom to a global audience.