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 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, having previously run No Brakes Games Tenerife as its CEO and overseen the development of Human: Fall Flat. She recently joined the board of the UK Interactive Entertainment Association (TIGA) and also contributes to the BAFTA Games Committee, giving her a strong voice in industry policy and advocacy. Dudley, a founding member of the Human: Fall Flat team, adds a rich background that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio. His diverse portfolio spans both AAA and indie environments, equipping him with a broad perspective on game creation and production.
To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained that, despite a challenging fundraising climate, the appetite for fresh gaming experiences remains strong.
She said the partnership with Hypergryph felt natural because the Chinese studio not only loved the concept for Pretty Cool’s debut title but also embraced their vision of a playful, experimental studio culture. “They are developers themselves who now want to support other developers, and that enthusiasm matched ours perfectly,” Shefta told GamesIndustry.biz. The bulk of the capital will be directed toward the studio’s inaugural game, a project that draws creative inspiration from several distinct sources.
Nintendo’s legacy of approachable yet deep gameplay, Hazelight Studios’ narrative‑driven co‑op experiences (most notably *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther* all inform the design philosophy. Shefta emphasized the desire to craft an experience that remains memorable and enjoyable for years after its initial release. “Creativity is a core pillar for us, both for the studio and for the players,” Shefta said. “We want to give players a sandbox of physics‑based interaction that encourages them to experiment, solve puzzles in unconventional ways, and generate hilarious, unexpected moments.” The team plans to embed systems and level‑design tools that reward improvisation, allowing each play‑through to feel distinct.
The Hypergryph investment also enables Pretty Cool Games to assemble a small, 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 cover quality assurance, contract roles for character art, audio, user‑interface design and a dedicated composer.
Shefta stressed that keeping the core team lean is a deliberate choice. “We aim to be ambitious but realistic about scope,” she noted. “Our goal is to create a studio model that rewards its employees fairly. Recent mass layoffs in the industry have shown that success isn’t always reflected in job security.
We intend to implement share‑scheme incentives so that when our games perform well, every team member benefits.” The studio’s overarching strategy is to blend the best practices of AAA development—rigorous quality standards, polished production pipelines, and an understanding of what makes a franchise thrive—with the agility and experimental spirit of indie teams. Shefta reflected on her AAA background, saying it taught her discipline in quality control and the importance of identifying the core elements that make an IP successful. However, she also observed that massive budgets can lead to wasteful decisions and make recouping costs difficult, often resulting in unsustainable business models.
“In indie development you can iterate quickly, test ideas on a small scale, and double down on what feels right,” Dudley added. “When a handful of strong concepts click, you can deliver something truly special without the overhead of a huge production.” This philosophy informs their approach to the debut title, which will prioritize a handful of compelling mechanics over a sprawling feature list. Being part of a small team also means each individual has a larger impact on the final product, a factor that both founders find creatively fulfilling. “When everyone’s voice matters, the game becomes a true collective expression,” Shefta said.
Ultimately, Pretty Cool Games aspires to put player enjoyment and employee wellbeing at the forefront of its mission. The founders acknowledge that launching a new studio inevitably brings obstacles, but they are confident that their combined experience, industry connections and commitment to ethical development will guide them through. “We’ll rely on the knowledge we’ve built over years in the industry and stay true to our belief that games should be made the right way,” Shefta concluded.
"Challenges will come, but our focus on sustainable growth, creative freedom and shared success will keep us on course."