Pretty Cool Games has been launched by two seasoned 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 on sustainable principles, treats its staff fairly, and directly ties employee rewards to the success of its games.
Shefta brings a strong leadership background to the venture. She previously acted as CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat from concept through launch. In addition to her industry experience, Shefta has recently been elected to the board of directors at TIGA (The Independent Game Developers’ Association) and sits on the BAFTA Games Committee, giving her a broad perspective on both the creative and business sides of the video‑game sector. Dudley, the studio’s chief creative officer, was one of the original members of the Human: Fall Flat team.
His résumé includes stints at major developers such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a deep well of experience in both large‑scale and indie‑style production pipelines. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese studio best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that raising capital is currently challenging, but the appetite for fresh, innovative games remains strong.
She noted that the initial conversations with Hypergryph went exceptionally well: the investor loved the concept for the studio’s debut title, embraced their long‑term vision, and appreciated the team’s quirky, off‑beat ideas. “What set Hypergryph apart for us was that they are developers themselves who are now supporting other developers,” Shefta said. “We wanted a partner who was as enthusiastic about our ambitions as we are.” 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 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*.
Shefta emphasized the goal of crafting an experience that feels timeless and unforgettable, one that players will look back on with a smile years after their first play‑through. “We are leaning into creativity as a pillar of our studio, and that applies to our players as well,” Shefta explained.
“We want to give players the freedom to be inventive and express themselves through play. The physics‑based nature of our game, combined with carefully designed systems and levels, will encourage wild, unexpected scenarios that reward experimentation.” The investment also allows Pretty Cool Games to build a small, focused team that can be sustained over the long term. At present, the studio employs four full‑time staff members and plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist.
Future recruitment will expand into quality assurance, contract positions for character art, audio, user‑interface design, and even a dedicated composer. Shefta stressed the importance of keeping the core team lean while remaining ambitious about the project’s scope, noting that a smaller group can move quickly, iterate often, and make decisive creative choices. A central tenet of the studio’s philosophy is fairness to employees.
In an industry recently plagued by mass layoffs that seemed disconnected from the commercial success of the games those developers helped create, Pretty Cool Games aims to align staff compensation with the performance of its titles. Shefta mentioned plans for share‑scheme arrangements, ensuring that if the game succeeds, the entire team benefits financially. Shefta described the studio’s overarching ambition as “taking the best of AAA and combining it with a smaller, focused team that can experiment, iterate fast, and make decisions quickly.” Her experience in AAA development taught her the importance of disciplined quality control and the challenges of recouping massive budgets. She observed that large budgets can lead to wasteful decisions and make financial sustainability difficult.
By contrast, indie development allows for rapid experimentation, focusing on a few core ideas that feel right, and ultimately delivering a product that stands out for its creativity and polish. “Being part of a smaller team means that everyone has more influence on shaping the game, and that feels far more meaningful to us as creators,” she added. The studio’s ultimate aim is to put the player experience and employee wellbeing at the forefront of every decision.
Looking ahead, Pretty Cool Games is actively seeking additional investment and a publishing partner to support the launch of its debut title. While acknowledging that any new studio will face hurdles, Shefta remains confident that the collective experience she and Dudley have amassed over the years will guide them through challenges. “We will stay true to our commitment to build games the right way,” she concluded, underscoring a dedication to quality, creativity, and a sustainable business model.