Pretty Cool Games has been 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 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 experience from her previous role as CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry leadership, she was recently appointed to the Board of Directors at TIGA and serves on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem.
Dudley, a founding member of the Human: Fall Flat team, has an impressive résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His background spans both large‑scale AAA production and nimble indie projects, equipping him with a versatile skill set that complements Shefta’s strategic vision. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, best known for the popular RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a challenging investment climate, there remains strong demand for fresh gaming experiences. She said the partnership with Hypergryph was forged quickly because the two sides “got on really well” from the first conversation. Hypergryph appreciated the concept for Pretty Cool Games’ debut title, embraced the studio’s long‑term plan, and welcomed the team’s off‑beat ideas. Their status as fellow game developers who are now supporting other studios made them an especially attractive partner.
The bulk of the funding is earmarked for the studio’s inaugural game, a project that draws creative inspiration from a diverse set of sources: Nintendo’s timeless design philosophy, Hazelight’s narrative‑driven multiplayer approach (the creators of *It Takes Two*), the immersive storytelling techniques used in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. Shefta emphasized the desire to craft an experience that remains memorable and delightful years after players first encounter it.
“We are leaning into creativity as a pillar of our studio, and that applies to our players as well,” Shefta said. “We want to give players a sandbox where physics‑based freedom meets carefully crafted systems and level design, allowing for wild, unexpected moments and personal expression through play.” This focus on emergent gameplay is intended to let gamers experiment, discover, and share their own amusing solutions, echoing the humor that made Human: Fall Flat a cultural phenomenon.
The Hypergryph investment also enables Pretty Cool Games to build a small, tightly‑focused team that can be sustained over the long term. Currently, four full‑time staff members are on board, with plans to grow to ten.
Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future recruitment will target quality‑assurance specialists and contract roles for character art, audio design, user‑interface work, and a dedicated composer. Shefta stressed that keeping the core team lean allows the studio to be ambitious while remaining realistic about scope and resource constraints. Shefta also highlighted the studio’s commitment to employee welfare and equitable profit sharing.
In an industry where recent mass layoffs have left many developers disillusioned, Pretty Cool Games aims to reward its team through share schemes and other mechanisms, ensuring that success is shared collectively. “We’ve seen layoffs that don’t reflect the actual success of the games those developers created,” she noted. “Our goal is to build something that rewards our team for success, so if our games do well, we all benefit together.” The overarching vision is to combine the best practices of AAA development—rigorous quality standards, disciplined production pipelines, and a deep understanding of what makes an intellectual property thrive—with the agility, experimentation, and rapid iteration typical of indie studios. Shefta reflected on her time in AAA, saying it taught her to be meticulous about quality and to recognize the pitfalls of massive budgets that can lead to wasteful decisions and difficult recoupment.
By contrast, indie development allows for quicker cycles, focused experimentation, and the ability to double‑down on one or two core ideas that feel right. “Being part of a smaller team means that everyone has more influence on shaping the game, and that’s more meaningful to us as creatives,” Dudley added.
This collaborative ethos is intended to foster a workplace where each contributor feels ownership over the final product. Ultimately, Pretty Cool Games aspires to create a studio culture that places the player experience and employee wellbeing at the forefront. While launching a new studio inevitably brings challenges, Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them. “We’ll rely on the significant experience and knowledge we’ve built over the years, and stay strong on our commitment to build games in the right way,” she affirmed.
The studio is actively seeking additional investment and a publishing partner for its debut title, aiming to secure the resources needed to bring their ambitious, physics‑driven, comedy‑infused game to market. With a clear vision, a supportive backer in Hypergryph, and a leadership team seasoned in both indie and AAA environments, Pretty Cool Games is poised to make a distinctive mark on the industry.