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 build a studio that treats its staff fairly, offers long‑term stability, and shares the financial rewards of any hits they create. Shefta brings a strong leadership pedigree to the venture.
She previously ran No Brakes Games in Tenerife, where she oversaw the development of Human : Fall Flat from concept to launch. In addition to her industry experience, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on both creative and business aspects of game making. 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, giving him a deep well of experience in both large‑scale and indie environments. 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 popular mobile RPG Arknights: Endfield. Shefta told GamesIndustry.biz that raising capital is challenging in the current climate, but the appetite for fresh experiences remains strong.
"From our very first conversation with Hypergryph we clicked. They loved our concept, embraced our quirky vision and were eager to support a studio that values creativity as much as they do," she explained.
The partnership felt natural because Hypergryph is itself a game‑making studio that is now extending support to other developers. The bulk of the funding is earmarked for the studio’s debut title, a game that draws inspiration from 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 such as The Pink Panther.
Shefta says the goal is to craft an experience that stays with players for years, a "memorable, timeless and delight‑filled" adventure that encourages experimentation. Creative freedom is at the heart of the project. "We want players to express themselves through play," Shefta noted.
"The physics‑based core gives them a sandbox, while our level‑design tools and systems create endless opportunities for wild, unexpected moments." By marrying a permissive physics engine with carefully crafted scenarios, the team hopes to spark both laughter and ingenuity. The investment also allows Pretty Cool Games to assemble a small, focused team that can be sustained over the long term. Currently four full‑time staff members are on board, and the studio plans to grow to ten.
Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future positions will cover quality assurance, character art, audio, user‑interface design, and a composer on a contract basis. Shefta emphasizes that keeping the core team lean is a strategic choice.
"We’re ambitious but realistic about scope. By staying small we can iterate quickly, make decisions fast, and maintain a healthy work‑life balance for everyone," she said. The studio is also exploring additional funding and a publishing partner for the upcoming title. A key part of the studio’s philosophy is financial fairness.
In an industry where layoffs have become commonplace even after successful releases, Pretty Cool Games intends to reward its staff through share schemes and profit‑sharing arrangements. "If the game does well, everyone benefits," Shefta explained, underscoring the belief that success should be collective rather than isolated. Shefta’s vision blends the best practices of AAA development with the agility of indie teams.
"Working in AAA taught me discipline around quality and what makes an IP endure," she reflected. "Huge budgets can lead to wasteful decisions and make recouping costs difficult. Indie development, by contrast, lets you experiment, focus on a few strong ideas, and move fast." In a smaller team, each member’s influence on the final product is amplified, which Shefta finds creatively fulfilling. "When everyone can shape the game, the work feels more meaningful," she added.
Ultimately, the studio’s mission is to prioritize player enjoyment and employee wellbeing above all else. Shefta acknowledges that launching a new studio will inevitably bring obstacles, but she is confident that the collective experience she and Dudley have amassed will guide them through. "We’re committed to building games the right way, staying true to our values, and delivering experiences that players will cherish for years to come," she concluded.