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, who takes 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 team. Shefta brings a wealth of leadership experience to the venture. She previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat.
In addition to her industry résumé, she has recently been appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a strong voice in shaping the future of British game development. Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team.
His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, providing a broad perspective on both large‑scale and indie production pipelines. To get the new, fully remote UK 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, despite a challenging fundraising environment, 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 excited about our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them stand out, and we wanted a partner who shared our enthusiasm," she said. According to Shefta, the bulk of the capital will be devoted to the studio’s debut title.
The game draws creative inspiration from a wide range of sources: the whimsical charm of classic Nintendo titles, the cooperative storytelling of Hazelight’s *It Takes Two*, the immersive, narrative‑driven attractions found in Disney theme parks, and the physical comedy of films such as *The Pink Panther*. "We aim to craft something that sticks in players’ memories, a timeless experience that brings a smile years after the first play‑through," she emphasized. Creativity is positioned as a core pillar of the studio’s philosophy, both for the developers and the players.
Shefta explained that the upcoming game will give players a sandbox of physics‑based tools, encouraging them to experiment, solve puzzles in unconventional ways, and generate unexpected, humorous moments. The design team is building systems and level layouts that reward playful improvisation, ensuring that each play session feels fresh and personal. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep stable over the long term.
At present the studio 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.
In the future the studio intends to bring on quality‑assurance specialists and contract contributors for character art, audio, user‑interface work, and a composer. Shefta stressed that keeping the core team lean allows the studio to be ambitious while remaining realistic about scope. "We want a sustainable operation that treats employees fairly. Recent industry layoffs have shown that success does not always translate into job security.
We are designing a model where the team benefits directly from a hit game, for example through share schemes, so when the title does well, everyone shares in the upside," she said. The overarching goal, she noted, is to blend the best practices of AAA development—high production values, disciplined quality control, and a clear understanding of what makes an intellectual property thrive—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 strong ideas, and bring something special to market without the financial strain of a blockbuster budget," Shefta reflected. 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 impact on the game’s direction, which is incredibly rewarding for creators." Ultimately, Shefta’s vision for Pretty Cool Games is a studio that puts player enjoyment and employee wellbeing at the forefront. She acknowledges that launching a new studio will always involve obstacles, but she is confident that the combined experience of the founders, the supportive partnership with Hypergryph, and a steadfast commitment to ethical, player‑first development will guide them through any challenges.
"There will always be hurdles when you start a new studio, but we’ll rely on the deep experience we’ve accumulated over the years and stay true to our commitment to build games the right way," Shefta concluded.