Pretty Cool Games was founded 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 construct a studio that not only produces compelling experiences but also treats its staff fairly and shares the financial upside of successful releases. 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 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 business and creative policy.
Dudley, on the other hand, was part of the original Human : Fall Flat team and has a résumé that spans several renowned developers, including Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His varied background in both large‑scale and boutique environments informs the studio’s hybrid approach to production. To get the new, fully remote UK operation off the ground, Pretty Cool Games secured undisclosed capital from Hypergryph, the Chinese studio best known for the popular mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a generally tight funding climate, there remains a strong appetite for fresh, inventive games. “From our very first conversation with Hypergryph, we clicked. They loved our concept, embraced our long‑term vision, and were enthusiastic about our off‑beat ideas. It was refreshing to partner with fellow developers who wanted to support other creators as much as we do,” she said.
According to Shefta, the bulk of the investment will be poured into the studio’s debut title, a project that draws creative cues from Nintendo’s whimsical design philosophy, Hazelight’s narrative‑driven co‑op experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic 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 they first played,” she emphasized. Creativity is positioned as a core pillar of the studio’s identity, not only for the development team but also for the player community.
Shefta described the upcoming game as a sandbox of physics‑based interaction that encourages players to experiment, solve puzzles, and generate absurd, unexpected moments. “The freedom inherent in a physics game, combined with our bespoke systems and level design, will let players express themselves in wildly entertaining ways,” she noted. The Hypergryph funding also enables Pretty Cool Games to build a small, focused team that Shefta hopes can be sustained over the long term. At present the studio employs four full‑time staff members and intends to grow to ten.
Upcoming hires include a lead designer, a level designer, an environment artist, and a concept artist. In the future the studio plans to bring on quality‑assurance personnel and contract specialists for character art, audio, UI, and a composer.
Shefta stressed that keeping the core team lean allows the studio to be ambitious while remaining realistic about scope. “We want a sustainable operation that rewards our people for success. Recent industry layoffs have shown that even successful games don’t always translate into job security for developers. We’re exploring share‑scheme models so that if our games perform well, the entire team benefits,” she explained.
The overarching goal, Shefta said, is to blend the best practices of AAA production—rigorous quality standards, thoughtful IP development—with the agility and experimental spirit of indie teams. “Working on AAA titles taught me discipline and the importance of a strong IP, but massive budgets can lead to waste and make recouping costs difficult. Indie development lets you iterate quickly, focus on what feels right, and bring a few strong ideas to life,” she reflected.
She also highlighted the creative empowerment that comes from being part of a smaller team. “When the team is small, each person’s voice carries weight in shaping the final product, which is incredibly fulfilling for anyone who cares about the craft.” Ultimately, Shefta’s vision for Pretty Cool Games is a studio that puts player enjoyment and employee wellbeing at the forefront. “There will always be challenges when you launch a new studio, but we’ll rely on the deep experience we’ve accumulated over the years and stay true to our commitment to build games the right way,” she concluded.
The studio is actively seeking additional investment and a publishing partner to bring its inaugural title to market, aiming to deliver a playful, physics‑driven adventure that stands out for its humor, creativity, and lasting appeal.