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 construct a studio that operates sustainably, treats its staff fairly, and directly rewards the team when the games succeed. Shefta brings a wealth of leadership experience, having previously run No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human : Fall Flat. In addition to her industry credentials, she has recently been appointed to the board of the UK Interactive Gaming Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on the sector’s challenges and opportunities.
Dudley, an original member of the Human : Fall Flat team, adds a deep technical and creative background. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, where he contributed to a variety of projects ranging from console blockbusters to mobile experiences. To get the new, fully remote, UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a generally tight funding environment, the appetite for fresh, inventive games remains strong.
“From our very first conversation with Hypergryph we clicked. They loved our concept, backed our long‑term vision, and embraced our quirky ideas. It was refreshing to work with fellow developers who are eager to support other creators,” she said. The bulk of the capital will be poured into the studio’s debut title, a game that draws creative fuel from several unexpected sources: Nintendo’s timeless design philosophy, Hazelight’s narrative‑driven multiplayer experiences (the studio behind *It Takes Two* and *A Way Out*), the immersive storytelling techniques found in Disney theme parks, and the physical comedy of classic cinema such as *The Pink Panther*.
Shefta emphasized the team’s desire to craft an experience that stays with players for years: “We want something memorable, timeless, and so much fun that you look back on it with a smile long after you first played.” Creativity is positioned as a core pillar of the studio’s identity, both for the developers and the players. The upcoming game will grant players a high degree of freedom, leveraging the unpredictable nature of physics‑based gameplay combined with carefully designed levels that encourage wild, emergent scenarios.
“We’re building systems that let players express themselves through play, creating moments that feel both surprising and rewarding,” Shefta added. The investment also enables Pretty Cool Games to assemble a small, focused team that can be maintained over the long term. Currently, four full‑time staff members are on board, with plans to expand to ten.
The immediate hiring pipeline includes a lead designer, a level designer, an environment artist, and a concept artist. Future contracts will bring in specialists for character art, audio design, user‑interface work, and a composer. “We keep the core team lean to stay ambitious yet realistic about scope,” Shefta explained.
“We also want a studio model that rewards its people – for example, through share schemes that let the whole team benefit if the game succeeds.” Shefta’s overarching goal is to blend the best practices of AAA development with the agility of a smaller indie outfit. “Working in AAA taught me discipline around quality and the importance of understanding what makes an IP thrive,” she reflected. “Those massive budgets can lead to wasteful decisions and make recouping costs a nightmare, which isn’t sustainable. Indie development, by contrast, allows rapid iteration, experimentation, and a focus on what feels right.
By honing in on one or two strong ideas, you can create something truly special.” In a small team, every individual’s voice carries weight, and that sense of influence is vital for creative satisfaction. “When the team is compact, each person helps shape the final product, which is far more meaningful for us as creators,” Dudley noted. Ultimately, Pretty Cool Games aspires to put the player experience and employee wellbeing at the forefront of its mission.
The founders acknowledge that launching a new studio inevitably brings hurdles, but they intend to rely on the extensive experience they have accumulated over years in the industry. “Challenges will always be present, but we’re committed to building games the right way, guided by our shared values and expertise,” Shefta concluded. The studio is actively seeking additional investment and a publishing partner to bring its inaugural title to market, aiming to deliver a fresh, laughter‑filled adventure that showcases what a small, passionate team can achieve when given the freedom and support to innovate.