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 create a studio that operates sustainably, treats its staff fairly and shares the financial upside of successful games with the people who build them. Shefta brings extensive leadership experience to the venture.
She previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat, and she has been appointed to the board of the UK Interactive Entertainment Association (TIGA) as well as serving on the BAFTA Games Committee. Dudley, a founding member of the original Human: Fall Flat team, has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, giving him a broad perspective on both large‑scale and indie production pipelines.
To get the new, fully remote studio off the ground, Pretty Cool Games secured undisclosed capital from Hypergryph, the Chinese developer best known for the mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that raising money in the current climate is challenging, but the appetite for fresh, inventive games has not waned. "From our very first conversation with Hypergryph we clicked," she said. "They loved the concept we were pitching, they embraced our long‑term vision and they were excited about our quirky ideas.
It was refreshing to partner with fellow developers who are as enthusiastic about supporting other studios as they are about their own titles." The bulk of the investment is earmarked for the studio’s debut title, a project that draws creative fuel from a diverse set of influences: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven co‑op experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films like *The Pink Panther*. Shefta says the goal is to craft a game that remains memorable and fun for years after its initial release, a title that players can look back on with a smile. "We are leaning heavily into creativity as a core pillar of the studio, and that extends to our players," she added. "Our game will give people the freedom to experiment and express themselves through play.
The physics‑based mechanics provide a sandbox of possibilities, while our level‑design tools and systems will encourage wild, unexpected scenarios that keep the experience fresh." The funding also allows Pretty Cool Games to build a small, focused team that Shefta hopes will be 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. Additional contract roles are slated for character art, audio, user‑interface design and a composer.
"We are keeping the core team tight while being ambitious about what we can achieve," Shefta explained. "We want to be practical about scope, but also give our employees a fair share of any success. Recent industry layoffs have shown that even successful games don’t always translate into job security for developers, so we intend to implement share‑scheme incentives so that when the game does well, everyone benefits." Shefta’s vision for the studio is to blend the best practices of AAA development—rigorous quality standards, deep understanding of what makes an IP thrive—with the agility and experimental spirit of a smaller indie outfit. "Working in AAA taught me the importance of disciplined quality and the pitfalls of massive budgets that can lead to wasteful decisions," she reflected.
"Indie development, on the other hand, lets you iterate quickly, focus on a few strong ideas and bring them to life without the pressure of recouping huge expenditures." In a small team, each member’s contribution has a noticeable impact on the final product, a fact Shefta finds creatively rewarding. "When everyone can shape the game, the work feels more meaningful," she said. Ultimately, the studio’s mission is to put the player experience and employee wellbeing at the forefront of every decision.
Shefta acknowledges that launching a new studio will always involve obstacles, but she is confident that the collective experience she and Dudley have amassed over years in the industry will guide them through. "We will stay true to our commitment to build games the right way, prioritising quality, creativity and fair treatment of our team," she concluded.
Pretty Cool Games is also actively seeking additional investors and a publishing partner to help bring its first title to market, aiming to deliver a playful, physics‑driven adventure that captures the joy of classic slap‑stick comedy while offering modern, player‑driven creativity.