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 construct a studio that operates on sustainable principles, treats its staff fairly and rewards them when the company succeeds.
Shefta brings a wealth of leadership experience to the venture. She previously acted as CEO and studio head at No Brakes Games Tenerife, where she oversaw the development of Human : Fall Flat. In addition to her industry work, she was recently appointed to the board of directors at TIGA and holds a seat on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem. Dudley, the studio’s creative lead, was part of the original Human : Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio.
His background spans both large‑scale console projects and smaller, experimental titles, equipping him with the versatility needed to shepherd a new, inventive IP. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, the studio best known for the tactical RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while raising investment is challenging in the current climate, the appetite for fresh gaming experiences remains strong. She added that the partnership with Hypergryph felt natural because the Chinese studio not only loved the concept for Pretty Cool Games’ debut title but also shared a similar enthusiasm for bold, off‑beat ideas.
Their willingness to support fellow developers set them apart and made them an ideal ally. The bulk of the funding is earmarked for the studio’s first game, which draws creative inspiration from several distinct sources. Nintendo’s legacy of accessible, universally appealing design, Hazelight’s narrative‑driven co‑op experiences (such as Split‑Reality), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like The Pink Panther all inform the project’s direction.
Shefta emphasizes that the team wants to craft something that feels timeless, memorable and so enjoyable that players look back on it with a smile years after their initial play‑through. Creativity is positioned as a core pillar of the studio’s philosophy, both for the developers and for the players. The upcoming title will leverage the open‑ended possibilities of a physics‑based engine, allowing gamers to experiment, solve puzzles in unconventional ways and generate hilarious, unexpected moments. The design team is building systems and level layouts that encourage improvisation, ensuring that each play session can feel fresh and personal.
The 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, and the studio plans to grow to ten employees in the near future. Immediate hiring priorities include a lead designer, a level designer, an environment artist and a concept artist. Additional contract roles will be added later for character art, audio, user‑interface work and a composer.
Shefta notes that keeping the core team lean allows the studio to be ambitious while remaining realistic about scope, and it also helps maintain a healthy work‑life balance for everyone involved. A key part of the studio’s sustainability plan is to align employee compensation with the success of its games.
Shefta points to recent industry layoffs that occurred despite the commercial success of the affected titles, arguing that such practices are unfair. Pretty Cool Games intends to implement share‑scheme arrangements so that, if the debut game performs well, the entire team benefits financially.
This model mirrors the profit‑sharing structures seen in some larger studios but is adapted for a smaller, indie‑style environment. Shefta describes the studio’s ultimate goal as marrying the best practices of AAA development—rigorous quality standards, polished production values and an understanding of what makes an intellectual property thrive—with the agility, rapid iteration and experimental spirit of a small indie team. Her experience in big‑budget projects taught her the importance of disciplined quality control, yet she also observed how massive budgets can lead to wasteful decisions and make recouping costs difficult.
By contrast, indie development allows for quicker pivots, focused experimentation and the ability to double‑down on one or two strong ideas. Working in a compact team also means that each individual has a more direct impact on the final product, which is a source of motivation for the creative staff. Shefta believes that when developers feel their contributions shape the game’s direction, the work becomes more meaningful and the end result richer.
In summary, Pretty Cool Games aims to build a studio that places player enjoyment and employee wellbeing at the forefront. While launching a new studio inevitably presents challenges, the founders are confident that their combined years of experience, industry connections and clear vision will guide them. They remain committed to creating games “the right way,” fostering a supportive environment for their team and delivering experiences that delight players for years to come.