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 build a studio that operates on sustainable principles, treats its staff fairly and rewards them directly for the success they help create. Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife as its CEO and studio head, where she oversaw the development 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 holds a seat on the BAFTA Games Committee, giving her a strong voice in shaping the broader gaming landscape. Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, giving him a deep well of experience across both large‑scale and indie projects.
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 while raising capital is challenging in the current market, the appetite for fresh gaming experiences remains strong. "From our very first conversation with Hypergryph, we clicked. They loved our concept, supported our long‑term studio vision and embraced our off‑beat ideas.
The fact that they are developers themselves, now helping other developers, made them stand out, and we wanted a partner who shared our enthusiasm," Shefta said. According to Shefta, the bulk of the funding will be poured into the studio’s debut title.
The game draws inspiration from a variety of sources: the playful spirit of Nintendo, the cooperative storytelling of Hazelight (the creators of It Takes Two), the immersive, narrative‑driven attractions found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. The aim is to craft an experience that feels timeless and memorable, one that players will look back on with a smile years after their first play‑through. "We are leaning into creativity as a core pillar, not just for our team but for the players as well.
By giving them a physics‑based sandbox and designing levels that encourage wild, unexpected outcomes, we hope to spark genuine self‑expression through play," Shefta added. The Hypergryph 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. Immediate hires include a lead designer, a level designer, an environment artist and a concept artist.
In the future, the studio will bring on QA specialists and contract talent for character art, audio, UI design and a composer. "We are keeping the core team lean, ambitious yet realistic about scope," Shefta clarified. "We want a studio that treats its employees well.
Recent mass layoffs in the industry have shown that success does not always translate into job security. We intend to share the upside with our team through equity schemes so that when a game does well, everyone benefits." Shefta’s overarching goal is to blend the best practices of AAA development – rigorous quality standards, strong IP thinking and polished production values – with the agility and experimental spirit of a small indie outfit. She reflected on her time in AAA, noting that while large budgets can enable impressive visuals, they also often lead to wasteful decisions and make recouping costs difficult.
"Indie development lets you iterate quickly, focus on what feels right, and double‑down on one or two core ideas. That speed and efficiency can produce something truly special," she said. "When the team is small, each person’s contribution has a visible impact on the final product, which is incredibly rewarding for creatives." Ultimately, Shefta wants Pretty Cool Games to be a studio that puts player enjoyment and employee wellbeing at the forefront.
She acknowledges that launching a new studio will always involve hurdles, but she believes the collective experience she and Dudley have amassed will guide them through. "Challenges are inevitable, but we will rely on the knowledge we’ve built over years and stay committed to building games the right way," Shefta concluded.