Pretty Cool Games was launched by two seasoned 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 rewards the team when the games succeed. Shefta brings a wealth of experience to the new venture. She previously headed No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat.
In addition to her industry résumé, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and sits 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 also part of the original Human: Fall Flat team.
His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, giving him a broad perspective on both large‑scale and indie production pipelines. To get the UK‑based, fully remote studio off the ground, Pretty Cool Games secured undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that securing capital in the current climate is challenging, but the appetite for fresh, inventive games remains strong.
"From our very first conversation with Hypergryph, we clicked. They loved our concept, embraced our long‑term vision for the studio and were excited about our off‑beat ideas. The fact that they are developers themselves, now supporting other developers, made them stand out.
We wanted a partner who shared our enthusiasm and ambition," Shefta said. According to Shefta, the bulk of the funding will be directed toward the studio’s debut project, a game that draws creative inspiration from several sources: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven cooperative experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther*. The goal is to craft a title that feels timeless, memorable and so enjoyable that players look back on it with a smile years after their first play session. "We are leaning into creativity as a core pillar of our studio, and that extends to our players as well.
We want a game that lets people be inventive and express themselves through play. Physics‑based freedom combined with carefully designed systems and levels will produce wild, unexpected moments," Shefta emphasized. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta intends to keep sustainable over the long haul. The studio currently employs four full‑time staff members and plans to grow to ten.
Immediate hires include a lead designer, a level designer, an environment artist and a concept artist. Additional contract roles are slated for quality assurance, character art, audio, user interface design and a composer. "We are keeping the core team lean, ambitious yet realistic about scope," Shefta clarified. "We also want a studio model that is fair to employees.
The recent wave of layoffs across the industry—often affecting developers whose games have performed well—shows that success isn’t always shared. We intend to implement share‑scheme arrangements so that when our games do well, the whole team benefits." Shefta’s overarching vision is to blend the best practices of AAA development—high production values, disciplined quality control and an understanding of what makes an IP thrive—with the agility and experimental spirit of a smaller indie outfit.
She noted that large budgets can sometimes lead to wasteful decisions and make recouping costs difficult, whereas indie teams can iterate quickly, focus on a few strong ideas and deliver something special. "Working in AAA taught me the importance of quality and the factors that drive a franchise’s success," she recalled. "But those massive budgets often create inefficiencies.
Indie development lets you move fast, test ideas, and double‑down on what feels right. In a small team, every person’s voice matters, and that creative influence is incredibly rewarding." Ultimately, Pretty Cool Games aims to prioritize both the player experience and employee wellbeing. Shefta acknowledges that launching a new studio will always involve hurdles, but she is confident that the collective experience she and Dudley have amassed over the years will guide them. "Challenges are inevitable, no matter when you start a studio," she said.
"We’ll rely on our deep industry knowledge, stay true to our commitment to build games the right way, and keep the focus on rewarding our team and delighting our players." The studio is also actively seeking additional investors and a publishing partner to support the launch of its first title. With a clear creative direction, a supportive backer in Hypergryph and a commitment to sustainable, employee‑centric practices, Pretty Cool Games hopes to carve out a distinctive niche in the crowded gaming landscape, delivering experiences that blend humor, physics‑based fun and heartfelt creativity for years to come.