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 ambition is to build a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of success with the people who create the games. Shefta brings a strong leadership pedigree to the new venture. She previously ran No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat.
In addition to her industry experience, she was recently appointed to the board of the UK Interactive Gaming Association (TIGA) and serves on the BAFTA Games Committee, giving her a broad perspective on both creative and business aspects of game production. Dudley, the studio’s CCO, was an original member of the Human: Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His varied background in both large‑scale and indie environments informs the studio’s hybrid approach to making games. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that while raising capital can be difficult in the current market, 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’s first game but also embraced their vision for a playful, experimental studio culture.
"They are developers themselves who are now supporting other developers, which made them stand out to us," Shefta said. "We wanted a partner who was as enthusiastic about our ambitions as we are." According to Shefta, the bulk of the funding will be directed toward the studio’s debut title.
The game draws creative inspiration from a range of sources: Nintendo’s legacy of accessible yet deep gameplay, Hazelight Studios’ collaborative, story‑driven experiences (notably Split Reality), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. The goal is to craft a memorable, timeless experience that players will recall with delight years after their first playthrough.
Shefta emphasized that creativity is a core pillar of the studio’s philosophy, both for the development team and for the players. "We are building a game that lets players express themselves through play," she said. "The freedom inherent in a physics‑based game, combined with our custom systems and level design, will enable wild, unexpected scenarios that encourage experimentation." The investment also allows Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep sustainable over the long term. Currently the studio employs four full‑time staff members, with plans to expand to ten.
Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. In the future, the studio intends to bring on quality‑assurance personnel and contract specialists for character art, audio, user interface design, and a composer.
Shefta clarified that the team will remain intentionally lean: "We are ambitious but practical about scope. By keeping the core team small, we can iterate quickly, experiment freely, and make decisions without the bureaucracy that often hampers larger studios." A key motivation behind the studio’s structure is to avoid the wave of layoffs that has swept through the industry, where developers are let go despite having contributed to successful titles.
Pretty Cool Games aims to reward its staff through mechanisms such as share schemes, ensuring that if a game performs well, the entire team benefits financially. The overarching vision is to blend the best practices of AAA development—high standards for quality, disciplined pipelines, and an understanding of what makes a franchise successful—with the agility and experimental spirit of indie studios. Shefta reflected on her time in AAA, noting that while large budgets can lead to wasteful decisions and make recouping costs challenging, indie development allows for rapid iteration and a focus on core ideas that feel right. "In a smaller team, every individual has a tangible impact on the final product, which is incredibly rewarding for creatives," she said.
"Our aim is to put the player experience and employee wellbeing at the forefront of everything we do." Shefta acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the collective experience she and Dudley have amassed over the years will guide them. "We remain committed to building games the right way, staying true to our values, and delivering experiences that delight players while supporting the people who make them possible."