Pretty Cool Games has been 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 them directly for the success they help create. Shefta brings a wealth of leadership experience, having previously run No Brakes Games Tenerife as its CEO and studio head, where she oversaw the development of Human : Fall Flat. In addition to her industry work, she was recently appointed to the board of TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the business and cultural side of gaming.
Dudley, a founding member of the Human : Fall Flat team, adds a deep production pedigree that spans several high‑profile studios. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, giving him a diverse toolkit for both creative direction and technical execution.
To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the mobile RPG Arknights: Endfield. Shefta explains that, despite a challenging investment climate, the appetite for fresh, inventive games remains strong. “From our very first conversation with Hypergryph, we clicked,” she told GamesIndustry.biz. “They loved our concept, embraced our long‑term vision and were genuinely excited about our off‑beat ideas.
It was refreshing to partner with fellow developers who are eager to support other creators.” The bulk of the funding is earmarked for the studio’s debut title, a project that draws creative inspiration from a wide spectrum of sources: the whimsical design language of Nintendo, the narrative‑driven co‑op experiences of Hazelight (the studio behind *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther*. Shefta says the goal is to craft an experience that feels timeless and leaves players smiling years after they first play it.
“We’re leaning into creativity as a core pillar, not just for our team but for the players as well,” Shefta added. “By giving players a physics‑based sandbox and pairing it with clever level design, we hope to spark wild, unexpected moments that let them express themselves through play.” The investment also enables Pretty Cool Games to assemble a small, focused crew that can be sustained over the long term.
Currently the studio employs four full‑time staff members, and they plan to grow to ten. Upcoming hires include a lead designer, a level designer, an environment artist and a concept artist. In later phases they intend to bring on quality‑assurance specialists and contract talent for character art, audio, UI design and a composer. Shefta emphasizes that keeping the core team lean allows the studio to remain ambitious yet realistic about scope.
“We want to build a studio that treats its employees well,” she explains. “The industry has seen a wave of layoffs that don’t reflect the actual success of the games those developers helped create.
We’re experimenting with share‑scheme models so that if a title performs well, the whole team benefits together.” Her vision for Pretty Cool Games is to blend the best practices of AAA development—rigorous quality standards, thoughtful IP stewardship—with the agility and experimental spirit of indie studios. “Working on AAA projects taught me the importance of discipline and what makes an IP resonate,” she recalls.
“Those budgets can lead to wasteful decisions and make recouping costs a nightmare. Indie development, by contrast, lets you iterate quickly, focus on a few strong ideas and bring something truly special to market.” She also notes that a smaller team means each member has a larger impact on the final product, which is deeply rewarding for creative professionals. “When everyone can shape the game, the work feels more meaningful,” Dudley says.
Ultimately, Shefta’s mission is to put both the player experience and employee wellbeing at the forefront of the studio’s philosophy. “Launching a new studio always comes with challenges,” she admits, “but we’ll rely on the extensive experience we’ve built over the years and stay committed to building games the right way—fairly, sustainably, and with a lot of fun.” Pretty Cool Games is currently seeking additional investment and a publishing partner to bring its first title to market, aiming to deliver a memorable, laugh‑inducing adventure that showcases the power of physics‑based play and creative freedom.