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 operates on sustainable principles, treats its staff fairly and shares the fruits of its successes with the whole team.
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 the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on both creative and business aspects of game making.
Dudley, a founding member of the Human: Fall Flat team, adds a rich background that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio. His varied experience across large publishers and independent studios informs the studio’s hybrid approach to development. To get the new, fully remote UK‑based studio 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 raising capital is challenging in the current climate, but she believes demand for fresh, innovative games remains strong. She added that the partnership with Hypergryph felt natural because the Chinese studio not only loved the concept for Pretty Cool’s debut game but also shared their vision for a studio that values creativity and long‑term planning. "They are developers themselves who are now supporting other developers, and that resonated with us," Shefta said.
"We wanted a partner who was as enthusiastic about our ambitions as we are." The bulk of the funding will be directed toward the studio’s first title, a project that draws inspiration from a wide range of sources: the whimsical charm of Nintendo games, the cooperative storytelling of Hazelight (the makers of *It Takes Two*), the immersive, narrative‑driven experiences found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. Shefta emphasized the desire to craft something that remains memorable and delightful for years after its initial release. "Our goal is to create a game that is timeless, fun and leaves players with a sense of joy long after they’ve put the controller down," she said.
"We are making creativity a core pillar of the studio, and that extends to the players themselves. By leveraging the freedom inherent in physics‑based gameplay, combined with carefully designed systems and levels, we aim to enable wild, unexpected scenarios that let players express themselves through play." The investment also allows Pretty Cool Games to assemble a small, focused team that Shefta intends to keep sustainable over the long term.
The studio currently employs four full‑time staff members and plans to grow to ten. Upcoming hires include a lead designer, a level designer, an environment artist and a concept artist. In the future, they will bring on QA specialists and contract workers for character art, audio, UI design and a composer.
"We are keeping the core team lean, ambitious yet realistic about scope," Shefta clarified. "We also want to build a studio that treats its employees fairly. Recent industry layoffs have shown that success does not always translate into job security for developers, and we want to avoid that.
By offering share schemes and profit‑sharing, we hope that when our games succeed, the whole team benefits together." Shefta’s overarching vision is to blend the best practices of AAA development—high standards of quality, disciplined production pipelines, and a deep understanding of what makes a franchise successful—with the agility, experimentation and rapid iteration that smaller indie teams can achieve. She reflected on her time in AAA, noting that while large budgets can drive impressive visuals, they can also lead to wasteful decisions and make recouping costs difficult. In contrast, indie development allows for faster cycles, focused experimentation and the ability to double‑down on one or two core ideas that feel right. "Working in AAA taught me the importance of quality and the elements that make an IP thrive," she said.
"But those massive budgets often result in inefficiencies. Indie teams can move quickly, test ideas, and iterate without the overhead of a huge corporation. This speed and flexibility enable us to create something special." Being part of a small team also means each individual has a larger influence on the final product, which Shefta finds creatively fulfilling.
She believes that when every team member can shape the game’s direction, the result is more authentic and resonant. Ultimately, Pretty Cool Games aims to put both player experience and employee wellbeing at the forefront of its philosophy. 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 through.
"We remain committed to building games the right way, with a focus on sustainability, fairness and genuine fun," she concluded. The studio is also actively seeking additional investment and a publishing partner for its debut title, signaling that while the initial funding from Hypergryph provides a solid foundation, they are open to further collaboration to bring their ambitious project to market.