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 create a studio that operates on sustainable principles, treats its staff fairly, and shares the financial upside of successful games with the people who build them. Shefta brings a wealth of 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 résumé, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and holds a seat on the BAFTA Games Committee, giving her a strong voice in shaping the future of British game development. Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team.
His résumé spans several high‑profile studios, including stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, where he honed his skills in design, production, and narrative craft. To get the new, fully remote UK operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a challenging funding climate, demand for fresh gaming experiences remains high. “From our very first conversation with Hypergryph, we clicked.
They loved our concept, backed our long‑term studio vision and embraced our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them stand out, and we wanted a partner as enthusiastic about our ambitions as we are.” The bulk of the capital will be directed toward the studio’s debut title, a project that draws creative cues from Nintendo’s playful design ethos, 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 says the goal is to craft something that remains memorable and delightful years after players first encounter it. “We want a game that people look back on with a smile, a title that feels timeless and fun enough to stick in their memories.” Creativity is positioned as a core pillar of the studio’s identity, both for the development team and for the players. The upcoming game will give users a sandbox of physics‑based freedom, coupled with level‑design systems that encourage wild, unexpected scenarios.
This combination is intended to let players express themselves through playful experimentation, turning every session into a unique, laugh‑inducing adventure. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep sustainable over the long haul. 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. Additional roles—such as quality assurance, contract positions for character art, audio, UI, and a composer—will be added as the project progresses. Shefta emphasizes a deliberate approach to scaling: “We’re keeping the core team lean, ambitious yet realistic about scope.
Our aim is to build a studio that treats its employees fairly. Recent industry layoffs have shown that success doesn’t always translate into job security, so we’re designing a model where the team shares in the upside through mechanisms like share schemes. When a game does well, everyone benefits together.” Her vision for Pretty Cool Games is to blend the best practices of AAA development—rigorous quality standards, disciplined pipelines, and an understanding of what makes a franchise thrive—with the agility and experimental spirit of indie studios. “Working on AAA titles taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions.
Indie development lets you iterate quickly, focus on a few strong ideas, and deliver something special without the overhead that can make recouping costs impossible.” In a smaller team, each member’s voice carries more weight, she notes, making the creative process more meaningful. This collaborative environment is intended to foster a sense of ownership and pride among developers, which in turn should translate into richer experiences for players. Ultimately, Shefta’s ambition is to forge a studio that places the player’s enjoyment and the wellbeing of its staff at the forefront.
“There will always be challenges when you launch a new studio, but we’ll lean on the extensive experience we’ve accumulated over the years and stay true to our commitment to build games the right way.” The studio is also actively seeking additional investment and a publishing partner to bring its inaugural title to market, aiming to deliver a game that blends humor, physics‑based fun, and heartfelt creativity for a global audience.