Pretty Cool Games was launched 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 vision is to build a studio that operates sustainably, treats its staff fairly, and rewards team members when the company succeeds. Shefta brings extensive 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 credentials, she has been elected 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 the UK games sector. Dudley, the studio’s creative lead, was one of the original developers on Human: Fall Flat.
His résumé also 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‑based 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 climate, demand for fresh gaming experiences remains strong.
She added that the first conversations with Hypergryph were “a perfect fit”: the investor loved the concept for their debut title, supported the studio’s long‑term vision, and welcomed the team’s quirky ideas. The fact that Hypergryph is itself a game‑making studio that is now extending support to other developers made the partnership especially appealing. According to Shefta, the bulk of the funding will be poured into the studio’s inaugural game, which draws inspiration from a diverse set of sources: the whimsical charm of Nintendo titles, the cooperative storytelling of Hazelight (the studio behind *It Takes Two*), the immersive world‑building found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. She emphasized that the goal is to craft an experience that remains memorable and delightful for years after players first encounter it.
"We want to create something timeless and fun that people will look back on with a smile," Shefta said. "Creativity is a core pillar of our studio, and we want our players to feel that same freedom. By leveraging the open‑ended nature of a physics‑based game and layering it with clever level design, we can enable countless unexpected and hilarious moments." The investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes will be sustainable over the long term.
The studio currently 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 target quality‑assurance specialists and contract roles for character art, audio design, user‑interface work, and a composer.
Shefta stressed that keeping the core team lean allows the studio to be ambitious while staying realistic about scope. "We’re building a studio that treats its employees well and shares success with them," she noted. In an industry where layoffs have become common even after successful releases, Pretty Cool Games intends to implement share‑scheme incentives so that when a game performs well, the entire team benefits.
Her overarching ambition is to combine the best practices of AAA development—rigorous quality standards, deep understanding of what makes an intellectual property thrive—with the agility and experimental spirit of a smaller indie outfit. She reflected on her AAA experience, saying it taught her the importance of disciplined quality control but also revealed how massive budgets can lead to wasteful decisions and make recouping costs difficult. By contrast, indie development permits rapid iteration, focused experimentation, and the ability to double‑down on a few strong ideas, often resulting in more distinctive and enjoyable games. "In a small team, every person has a real impact on the final product," Dudley added.
"That sense of ownership is incredibly motivating for creatives." Ultimately, Shefta’s mission is to construct a studio that puts the player experience and employee wellbeing at the forefront. She acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the collective experience she and Dudley have amassed over the years will guide them. "We will stay true to our commitment to build games the right way," she concluded.
Looking ahead, Pretty Cool Games is also seeking additional investment and a publishing partner to help bring its debut title to market. With a clear creative direction, solid backing from Hypergryph, and a team that values fairness and innovation, the studio aims to carve out a distinctive niche in the competitive gaming landscape.