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 vision is to build a studio that operates sustainably, treats its staff fairly, and directly ties employee rewards to the success of the games they create. Shefta brings a wealth of leadership experience to the venture.
She previously led No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human: Fall Flat from concept to launch. In addition to her industry credentials, she was recently appointed to the board of directors at TIGA and holds a seat on the BAFTA Games Committee, where she contributes to discussions about the future of game development in the UK. Dudley, on the other hand, was one of the original members of the Human: Fall Flat team. His résumé includes stints at major publishers and studios such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.
This blend of indie sensibility and big‑studio polish gives the duo a unique perspective on how to balance creativity with commercial viability. To get the new, fully remote 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 told GamesIndustry.biz that raising capital in the current climate is challenging, but she believes 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 studio vision and were enthusiastic about our off‑beat ideas. The fact that they are developers themselves, now supporting other developers, made them a perfect partner for us," she explained.
According to Shefta, the bulk of the funding will be poured into the studio’s debut title, a project that draws inspiration from a surprisingly diverse set of sources. The game will channel the whimsical charm of Nintendo classics, the narrative‑driven co‑op design championed by Hazelight (the studio behind *It Takes Two* and *A Way Out*), the immersive storytelling techniques found in Disney theme‑park attractions, and the physical comedy of films such as *The Pink Panther*.
The aim is to craft an experience that is both timeless and memorable, one that players will recall with a smile years after their first play session. "We want to create something that sticks in people’s minds, something that feels joyful and enduring," Shefta emphasized. "Creativity is a core pillar of our studio, and we want that same creativity to be available to our players. By giving them a physics‑based sandbox and designing levels that encourage unexpected solutions, we hope to spark moments of surprise and laughter." The Hypergryph investment also allows Pretty Cool Games to assemble a small, highly focused team that Shefta plans to keep sustainable over the long term.
At present the studio employs four full‑time staff members, and the roadmap includes expanding to ten core employees. Immediate hiring plans target lead design, level design, environment art, and concept art. In the future, the studio intends to bring on quality‑assurance specialists and contract talent for character art, audio, user‑interface work, and a dedicated composer. "We are deliberately keeping the core team lean while being ambitious about what we can achieve," Shefta noted.
"We want a studio that treats its people well. Recent mass layoffs across the industry have shown that success does not always translate into job security for developers. We plan to reward our team through share schemes so that when a game does well, the whole team benefits together." Shefta’s overarching goal is to blend the best practices of AAA development—rigorous quality standards, deep understanding of what makes a franchise successful—with the agility and experimental spirit of a small indie outfit.
"Working in AAA taught me the importance of discipline and quality, but those massive budgets often lead to wasteful decisions and make recouping costs a nightmare," she reflected. "Indie development lets you iterate quickly, focus on a few strong ideas, and bring something special to market without the overhead of a blockbuster." Being part of a smaller team also means that each individual has a greater impact on the final product.
"When the team is small, every voice matters, and that sense of ownership is incredibly motivating for creatives," Dudley added. This philosophy extends to the player experience as well; the studio wants players to feel that their actions genuinely shape the world they are exploring.
Ultimately, Pretty Cool Games aspires to put both player enjoyment and employee wellbeing at the forefront of its mission. "There will always be challenges when launching a new studio," Shefta acknowledged, "but we will rely on the deep experience we’ve accumulated over the years and stay true to our commitment to build games the right way—fairly, creatively, and sustainably." The studio is actively seeking additional investment and a publishing partner to bring its debut title to market. With a clear vision, a seasoned leadership team, and backing from a successful developer like Hypergryph, Pretty Cool Games is positioned to make a distinctive mark on the industry, offering players a fresh, physics‑driven adventure that celebrates humor, creativity, and the joy of play.