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 operates sustainably, treats its staff fairly and rewards them directly for the commercial success of their games. Shefta’s résumé includes a stint as CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human : Fall Flat. She recently earned a seat on the TIGA Board of Directors and participates in the BAFTA Games Committee, giving her a strong voice in the UK games community.
Dudley, an original member of the Human : Fall Flat team, brings a wealth of experience from previous roles at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio. To bring their new, fully remote UK operation to life, 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, demand for fresh gaming experiences remains high. “From our very first conversation with Hypergryph, we clicked,” she said. “They loved our concept, backed our long‑term studio vision and embraced our quirky 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.” The bulk of the funding is earmarked for the studio’s debut title, a project that draws inspiration from a diverse set of sources: 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 like The Pink Panther. Shefta summed up the ambition: “We want to create something memorable, timeless and so much fun that you recall it with delight years after you first played it.” Creativity sits at the heart of Pretty Cool Games’ ethos, both for the developers and the players. The upcoming game will give players a sandbox of physics‑based tools, encouraging them to experiment, solve puzzles and generate unexpected, humorous moments. “We are leaning into creativity as a pillar of our studio, and that applies to our players as well,” Shefta noted.
“Our systems and level design will enable wild, unpredictable scenarios that let players express themselves through play.” The investment also allows the studio to assemble a small, focused team that Shefta intends to keep sustainable 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 contracts will cover QA, character art, audio, UI and a composer. “We are keeping the core team small, being ambitious but practical in terms of scope,” Shefta said. “We want a studio that is fair to its employees.
Recent industry layoffs have shown that success doesn’t always translate into security for developers, so we are designing share‑scheme incentives so that if our games succeed, the whole team benefits.” Shefta’s vision for Pretty Cool Games is to blend the best practices of AAA development with the agility of an indie studio. “Working in AAA taught me the importance of disciplined quality and what makes an IP successful,” she reflected. “Those massive budgets can lead to wasteful decisions and make recouping costs difficult, which isn’t sustainable.
Indie development lets you iterate quickly, experiment freely and focus on what feels right. By honing in on one or two core ideas, you can craft something truly special.” In a smaller team, every member’s voice carries weight.
“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,” Shefta added. The studio’s ultimate goal is to put both 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 for its first title.
The team believes that their hybrid approach—combining AAA‑level polish with indie‑style flexibility—will resonate with gamers craving fresh, inventive experiences. “There will always be challenges when launching a new studio,” Shefta concluded, “but we will lean on the extensive experience we’ve built over the years and stay committed to building games the right way, for the players and the people who make them."