Pretty Cool Games was launched by two seasoned veterans of 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 sustainably, treats its staff fairly and rewards them directly for the success of its games. Shefta brings a wealth of leadership experience to the venture. She previously ran No Brakes Games Tenerife as its CEO and studio head, where she oversaw the creation of Human: Fall Flat.
In addition to her industry credentials, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a broad perspective on the challenges and opportunities facing game developers today. Dudley, the studio’s CCO, 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 in both large‑scale and indie environments. To fund the launch of a 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 explained to GamesIndustry.biz that securing capital in the current market is difficult, but the appetite for fresh, inventive titles remains strong. She added that the partnership with Hypergryph felt natural because the latter not only loved the studio’s initial concept but also shared a genuine enthusiasm for the quirky, experimental direction Pretty Cool Games wants to pursue.
"They are developers themselves who are now supporting other developers, and that resonated with us," Shefta said. According to Shefta, the bulk of the funding will be directed toward the studio’s debut game, a project that draws inspiration from a diverse set of sources: the timeless charm of Nintendo titles, the cooperative storytelling of Hazelight’s *It Takes Two*, the immersive, narrative‑driven attractions found in Disney theme parks, and the physical comedy of classic films like *The Pink Panther*.
The goal is to craft an experience that stays with players long after the final level, something they can look back on with delight and nostalgia. Shefta emphasized that creativity is a core pillar of the studio’s philosophy, not just for the developers but for the players as well. "We want a game that gives people the freedom to be inventive and express themselves through play," she explained.
"A physics‑based system combined with clever level design can produce wild, unexpected moments that encourage players to experiment and share their discoveries." The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that can be maintained over the long term. Currently the studio 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 intends to bring on quality‑assurance personnel and contract specialists for character art, audio, user‑interface design and a composer. Shefta clarified that keeping the core team lean allows the studio to be ambitious while staying realistic about scope. "We’re building a studio that treats its employees fairly and sustainably," she said. "The industry has seen many layoffs despite games being commercially successful, and we want to avoid that by offering share schemes and other incentives so that when a title does well, the whole team benefits." Her vision for Pretty Cool Games is to blend the best practices of AAA development – disciplined quality control, deep understanding of what makes an intellectual property thrive – with the agility and experimental spirit of indie studios.
She reflected on her time in AAA, noting that large budgets can sometimes lead to wasteful decisions and make recouping costs a daunting challenge. In contrast, indie development allows for rapid iteration, focused experimentation and the ability to double‑down on a few strong ideas, often resulting in more memorable experiences.
Working in a smaller team, Dudley added, means that each individual has a greater impact on the final product, fostering a sense of ownership and creative fulfillment. This collaborative environment aligns with the studio’s overarching mission: to prioritize player enjoyment and employee wellbeing above all else. Shefta acknowledged that launching a new studio will inevitably bring obstacles, but she is confident that the collective experience she and Dudley have accumulated over the years will guide them through.
"We remain committed to building games the right way," she concluded, "by staying true to our values, rewarding our team and delivering experiences that players will cherish for years to come."