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 shares the financial rewards of success with the whole team. Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat.
In addition to her industry work, she has been elected to the Board of Directors at TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the business and cultural sides of gaming. Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team.
His résumé also includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, providing a deep well of technical and artistic expertise. 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 explains that securing capital has been challenging in the current climate, but she believes demand for fresh experiences remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, supported our long‑term vision, and embraced our quirky ideas. The fact that they are developers themselves, now helping other studios, made them a perfect partner," she told GamesIndustry.biz. The bulk of the funding will be poured into the studio’s debut title, a game that draws inspiration from a diverse set of sources: the whimsical charm of Nintendo, the cooperative storytelling of Hazelight (the creators of *It Takes Two*), the immersive, narrative‑driven attractions of 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, something they can look back on with delight.
"Creativity is a core pillar of our studio, and we want that to extend to the players," Shefta adds. "By giving them a physics‑based sandbox and designing levels that encourage unexpected solutions, we hope to spark moments of spontaneous fun and personal expression." The investment also enables Pretty Cool Games to assemble a small, focused team that Shefta intends to keep sustainable over the long term.
The studio currently employs four full‑time staff members and is planning to grow to ten. Upcoming hires include lead design, level design, environment art, and concept art specialists. In the future, the studio will bring on quality‑assurance personnel and contract freelancers for character art, audio, UI design, and a composer.
Shefta stresses that keeping the core team lean allows the studio to be ambitious while remaining realistic about scope. "We’re building a studio that rewards its employees for success, for example through share schemes, so when a game does well, the whole team benefits," she says.
This approach contrasts sharply with recent industry layoffs, where developers were let go despite the commercial success of the titles they helped create. The overarching philosophy of Pretty Cool Games is to blend the best practices of AAA development – disciplined quality control, deep understanding of what makes a franchise thrive – with the agility and experimental spirit of indie studios.
"Working in AAA taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions," Shefta reflects. "Indie development lets you iterate quickly, focus on a few strong ideas, and bring something special to market without the overhead that makes recouping costs difficult." She also notes that a smaller team means each member has a larger influence on the final product, which is creatively fulfilling.
"When everyone can shape the game, the work feels more meaningful," she says. Ultimately, Shefta’s vision for Pretty Cool Games is 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’ll stay true to our commitment to build games the right way, focusing on quality, creativity, and fair treatment of our team," she concludes.
The studio is also actively seeking additional investment and a publishing partner for its first title, aiming to secure the resources needed to bring their ambitious, comedy‑infused physics adventure to a global audience.