Pretty Cool Games has been 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 ambition is to create a studio that is both sustainable and equitable, rewarding its staff for the success they help generate.
Shefta brings a wealth of experience from her previous role as CEO and studio head at No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry leadership, she has recently been appointed to the Board of Directors at TIGA and participates on the BAFTA Games Committee, underscoring her standing in the UK games community. Dudley, a founding member of the Human: Fall Flat team, adds a diverse background that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His varied portfolio spans both AAA and indie environments, giving him a broad perspective on game creation and production. To fund the launch of this fully remote, UK‑based operation, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta told GamesIndustry.biz that securing capital in today’s climate is challenging, yet the appetite for fresh, innovative titles remains strong. She highlighted the chemistry of the initial discussions with Hypergryph, noting that the investor loved the concept for the new game, embraced the studio’s long‑term vision, and appreciated the team’s whimsical ideas.
The fact that Hypergryph is itself a game‑making studio that is now supporting other developers made the partnership especially attractive. According to Shefta, the bulk of the financing will be directed toward the studio’s debut project, a game that draws creative inspiration from several distinct sources. Nintendo’s legacy of accessible yet deep gameplay, Hazelight Studios’ narrative‑driven cooperative experiences such as Split‑Screen, the immersive storytelling found in Disney theme‑park attractions, and the visual slapstick of classic cinema like The Pink Panther all inform the design philosophy. Shefta explained that the goal is to craft an experience that remains memorable and enjoyable long after the first playthrough, something that players will recall with a smile years down the line.
Creativity is positioned as a core pillar of Pretty Cool Games, not only for the development team but also for the players. The upcoming title will leverage the freedom inherent in physics‑based gameplay, combined with carefully crafted systems and level design that encourage unexpected, humorous outcomes.
By giving players tools to experiment, the studio hopes to foster a sense of personal expression through play. The Hypergryph investment also enables the studio to assemble a small, focused team that Shefta intends to sustain over the long term.
At present, Pretty Cool Games employs four full‑time staff members, with plans to grow to ten. Immediate hiring needs include a lead designer, a level designer, an environment artist, and a concept artist. Future hires will encompass quality‑assurance roles and contract positions for character art, audio design, user‑interface work, and a composer. Shefta emphasized that keeping the core team compact allows the studio to remain ambitious while staying realistic about scope, and to maintain a fair, rewarding workplace.
Shefta explained that recent mass layoffs across the industry have highlighted a disconnect between a game’s commercial success and the treatment of its developers. To counter this, Pretty Cool Games intends to implement share‑ownership schemes and other incentive structures so that when a title succeeds, the entire team benefits proportionally. This model seeks to blend the polish and discipline of AAA development with the agility and experimental spirit of indie studios. Reflecting on her time in AAA, Shefta noted that large budgets can lead to wasteful decisions and make recouping costs difficult, often resulting in unsustainable business practices.
In contrast, indie development allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two strong ideas without the pressure of massive financial overhead. She believes that a smaller team gives each member a greater voice in shaping the final product, which is more fulfilling for creative professionals.
Ultimately, the mission of Pretty Cool Games is to place the player experience and employee wellbeing at the forefront of every decision. While launching a new studio inevitably brings challenges, Shefta is confident that the collective experience she and Dudley have amassed over years of development will guide them.
By staying true to their commitment to build games "the right way," they aim to deliver a title that is both fun and enduring, while establishing a studio culture that values fairness, creativity, and shared success.