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 build a sustainable development house that treats its staff fairly and shares the financial rewards of success with the whole team. Shefta brings extensive leadership experience, having previously headed No Brakes Games Tenerife as CEO and overseen the production of Human: Fall Flat. In addition to her industry résumé, she was recently 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 longtime collaborator on Human: Fall Flat, 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 equips him with a deep understanding of the technical and artistic challenges that arise during development.
To fund the launch of their fully remote, UK‑based operation, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield. Shefta explains that, despite a generally tough climate for raising capital, the appetite for fresh gaming experiences remains strong. “From our very first conversation with Hypergryph, we clicked.
They loved the concept for our debut game, embraced our long‑term studio vision, and were excited about our off‑beat ideas. It mattered to us that they are developers themselves and are now supporting other developers—this alignment of enthusiasm made the partnership feel natural,” she told GamesIndustry.biz. According to Shefta, the bulk of the investment will be directed toward the studio’s inaugural title, a project that draws inspiration from a variety of sources: the playful spirit of classic Nintendo games, the narrative‑driven co‑op design championed by Hazelight (the creators of *It Takes Two*), the immersive storytelling techniques found in Disney theme parks, and the physical comedy of films such as *The Pink Panther*. “We want to craft something that feels timeless, memorable, and so much fun that players look back on it with a smile years after their first playthrough,” she emphasized.
Creativity is positioned as a core pillar of Pretty Cool Games, not just for the developers but also for the players. Shefta explains that the upcoming game will give gamers a sandbox of physics‑based tools and level‑design systems that encourage spontaneous, often hilarious, moments.
“The freedom inherent in a physics game, combined with our carefully designed systems, should enable countless wild and unexpected scenarios,” she said. The Hypergryph investment also allows the studio to assemble a small, highly focused team that Shefta intends to keep sustainable over the long term. At present, Pretty Cool Games employs four full‑time staff members and plans to grow to ten. The immediate hiring pipeline includes lead design, level design, environment art, and concept art positions.
Future hires will cover quality assurance, contract roles for character art, audio, user interface work, and a dedicated composer. Shefta stresses that maintaining a compact core team enables the studio to stay ambitious yet realistic about scope.
“We want to be practical about what we can achieve while still reaching for big ideas,” she noted. “Recent industry layoffs have shown that success does not always translate into job security. We aim to reward our team through mechanisms like share schemes, so when a game does well, everyone benefits.” Her ultimate goal is to blend the strengths of AAA production—high standards for quality and an understanding of what makes a franchise successful—with the agility and experimental freedom of a smaller indie outfit. “Working on AAA projects taught me the importance of disciplined quality control and the pitfalls of massive budgets that can lead to wasteful decisions,” Shefta reflected.
“Indie development, on the other hand, lets you iterate quickly, focus on a few core ideas, and bring something truly special to market.” She also highlighted the creative empowerment that comes from being part of a small team: every member has a meaningful impact on the final product, which fuels motivation and ownership. “When everyone can shape the game, the experience becomes more personal for us as creators,” she added. In summary, Pretty Cool Games aspires to build a studio culture that puts player enjoyment and employee wellbeing at the forefront.
While launching a new studio inevitably brings challenges, Shefta is confident that the collective experience she and Dudley have amassed over the years will guide them. “We’ll stay true to our commitment to make games the right way—by being fair, transparent, and focused on delivering experiences that delight both players and the people who make them.”