Pretty Cool Games has been launched 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 sustainably, treats its staff fairly, and shares the financial rewards of success with the people who create the 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 development of Human: Fall Flat from concept to worldwide release. In addition to her industry credentials, she was recently appointed to the Board of Directors at TIGA and sits on the BAFTA Games Committee, giving her a strong voice in shaping the future of the UK games sector.
Dudley, the studio’s creative lead, was one of the original members of the Human: Fall Flat team. His résumé includes stints at major publishers and developers such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a broad perspective on both AAA and indie production pipelines. To get the new, fully remote UK operation off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, the studio best known for the popular mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a challenging fundraising environment, demand for fresh gaming experiences remains high. She added that the first conversation with Hypergryph “went really well – they loved our concept, embraced our quirky ideas, and were excited about our long‑term vision. Their own background as game creators made them a natural partner for us.” According to Shefta, the bulk of the investment will be poured into the studio’s debut title.
The game draws inspiration from a wide range of sources: the playful aesthetic of Nintendo, the narrative‑driven co‑op design championed by Hazelight (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*. Shefta emphasized the desire to craft an experience that remains memorable and delightful long after the first play session, saying, “We want players to look back on this game with a smile years from now.” Creativity is positioned as a core pillar of Pretty Cool Games, not only for the development team but also for the players.
Shefta described the upcoming title as a physics‑based playground that gives players the freedom to experiment, solve puzzles, and generate unexpected, often humorous scenarios through the combination of robust physics systems and cleverly designed levels. This approach is intended to encourage personal expression and spontaneous fun, hallmarks of the studio’s design philosophy.
The funding also enables the company to assemble a small, focused team that can be maintained over the long term. At present, Pretty Cool Games employs four full‑time staff members and plans to grow to ten. The next hires include leads for design, level design, environment art, and concept art, with additional contract roles slated for character art, audio, UI, and a composer. Shefta stressed that keeping the core team lean allows the studio to be ambitious yet realistic about scope, while also fostering a workplace where each employee’s contribution has a tangible impact.
A key element of the studio’s sustainability strategy is its compensation model. Shefta noted that recent industry layoffs have shown that success does not always translate into security for developers.
To counter this, Pretty Cool Games intends to implement share schemes and other profit‑sharing mechanisms so that when a game performs well, the entire team benefits. “We want a model where success is collective, not just the publisher’s,” she said. Shefta’s vision for the studio is to blend the best practices of AAA development—rigorous quality standards, deep understanding of what makes a franchise thrive—with the agility and experimental spirit of indie teams.
She reflected on her AAA experience, observing that large budgets can lead to wasteful decisions and make recouping costs difficult, whereas indie development allows for rapid iteration, focused ideas, and a more personal connection to the final product. In a smaller team, every member can shape the game’s direction, which she finds more fulfilling as a creator. Ultimately, Pretty Cool Games aims to put both the player experience and employee wellbeing at the forefront of its mission.
Shefta acknowledged that launching a new studio always comes with challenges, but she is confident that the combined expertise of the founders, the support from Hypergryph, and a clear commitment to ethical, player‑first development will guide the company through any obstacles. The studio is also actively seeking additional investment and a publishing partner to bring its inaugural title to market, reinforcing its ambition to deliver a fun, timeless, and creatively rich gaming experience for years to come.