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 sustainable development house that treats its staff fairly and shares the financial rewards of success with them. Shefta brings a wealth of experience from her previous role as CEO and studio head at No Brakes Games Tenerife, where she oversaw the creation of Human: Fall Flat.
She recently earned a seat on the TIGA Board of Directors and also contributes to the BAFTA Games Committee, underscoring her standing in the UK games community. Dudley, an original member of the Human: Fall Flat team, has a résumé that spans several high‑profile developers, including stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
His background in both indie and AAA environments informs the studio’s hybrid approach to game making. To get the fully remote, UK‑based studio off the ground, Pretty Cool Games secured undisclosed capital from the Chinese developer Hypergryph, best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a tough investment climate, 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, and were enthusiastic about our quirky ideas. It was refreshing to partner with a fellow developer who wants to help other studios succeed," she said.
According to Shefta, the bulk of the funding will be poured into the studio’s first title, a game that draws creative cues from Nintendo’s playfulness, Hazelight’s narrative‑driven design (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. "We aim to craft something memorable and timeless—so fun that players recall it with a smile years after their first playthrough," Shefta emphasized.
Creativity sits at the heart of Pretty Cool Games’ philosophy, not just for the developers but also for the players. The upcoming title will give gamers a sandbox of physics‑based interactions, paired with level‑design systems that encourage wild, unexpected solutions. "We want players to express themselves through play, to experiment without fear of failure, and to discover delight in the chaos that physics can create," Shefta added. The Hypergryph investment also enables the studio 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. The imminent hires include a lead designer, a level designer, an environment artist, and a concept artist. Future contracts will bring in specialists for character art, audio, UI, and a composer, as well as quality‑assurance personnel.
Shefta explained that keeping the core team lean allows the studio to be ambitious while staying realistic about scope. "We’re building a studio that rewards its people. Recent industry layoffs have shown that success isn’t always shared with the creators.
We intend to introduce share schemes so that when a game does well, everyone benefits," she said. Her ultimate goal is to blend the best practices of AAA development—rigorous quality standards and an understanding of what makes a franchise endure—with the agility and experimental spirit of indie studios. "Working in AAA taught me discipline and the importance of a solid IP, but massive budgets can lead to waste and make recoup difficult.
Indie development lets you iterate quickly, focus on a few core ideas, and bring something special to market," Shefta reflected. Being part of a small team, she noted, gives each member a meaningful voice in shaping the final product. "When everyone can influence the game, the creative process feels more rewarding," she added.
Looking ahead, Shefta says Pretty Cool Games will prioritize player experience and employee wellbeing above all else. "Launching a new studio always brings challenges, but we’ll lean on the years of experience we’ve accumulated and stay committed to building games the right way," she concluded. The studio is actively seeking additional investment and a publishing partner for its debut title, aiming to secure the resources needed to bring its ambitious, physics‑driven, comedy‑infused vision to life.