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 vision is to build a studio that not only produces engaging games but also operates on principles of fairness, sustainability, and shared success for its staff. Shefta brings a wealth of experience from her previous role as CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry credentials, she has recently been appointed to the Board of Directors at TIGA and holds a seat on the BAFTA Games Committee, underscoring her influence within the British gaming community.
Dudley, on the other hand, was part of the original Human: Fall Flat team and has an extensive résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His background spans both large‑scale productions and smaller, innovative projects, giving him a unique perspective on how to blend creativity with technical execution. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured undisclosed capital from Chinese developer Hypergryph, the company best known for the popular RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that while raising investment can be challenging in the current climate, the appetite for fresh, original games remains strong. "From our very first conversation with Hypergryph, we clicked.
They loved our concept, embraced our long‑term vision, and were excited about the quirky ideas we wanted to explore. The fact that they are developers themselves, now supporting other studios, made them a perfect partner for us," she said.
According to Shefta, the bulk of the funding will be funneled into the studio’s debut title. The game draws creative inspiration from a diverse set of sources: the whimsical charm of Nintendo, the narrative‑driven co‑op design of Hazelight (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like *The Pink Panther*. "We aim to craft an experience that is memorable, timeless, and so much fun that players look back on it with a smile years after they first played," Shefta emphasized. Creativity sits at the heart of Pretty Cool Games’ philosophy, not only for the developers but also for the players.
The upcoming title will give gamers a sandbox‑style physics engine that encourages experimentation, coupled with level‑design systems that generate unexpected and often hilarious scenarios. This approach is intended to let players express themselves through playful interaction, turning each session into a personal performance. The Hypergryph investment also allows the studio to assemble a small, highly focused team that Shefta hopes will remain stable over the long term.
Currently, Pretty Cool Games employs four full‑time staff members, with plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future recruitment will target quality‑assurance specialists and contract roles for character art, audio design, user‑interface work, and a composer. Shefta stresses that keeping the core team lean is a deliberate choice.
"We are ambitious but realistic about scope. By staying small we can iterate quickly, make decisions fast, and maintain a sustainable operation that treats employees fairly," she said.
In light of recent industry layoffs that have affected developers whose games were commercially successful, Pretty Cool Games intends to reward its staff through equity‑sharing schemes. "If our games succeed, everyone benefits together," Shefta explained. The studio’s overarching goal is to merge the best practices of AAA development—such as disciplined quality control and a deep understanding of what makes a franchise thrive—with the agility and experimental spirit of indie teams. Shefta reflects on her time in AAA: "Large budgets can lead to wasteful decisions and make recouping costs a nightmare.
Indie development lets you move faster, focus on what feels right, and iterate on a few core ideas until they shine." Working in a smaller environment also means each team member has a larger impact on the final product, which Shefta finds creatively fulfilling. "When everyone can shape the game, the work feels more meaningful," she added. Ultimately, Pretty Cool Games aspires to put both player enjoyment and employee wellbeing at the forefront of its mission.
Shefta acknowledges that launching a new studio will always involve hurdles, but she is confident that the collective experience she and Dudley have accumulated over the years will guide them. "We remain committed to building games the right way, with integrity, passion, and a focus on long‑term sustainability," she concluded.
The studio is actively seeking additional investment and a publishing partner for its inaugural title, aiming to bring its unique blend of humor, physics‑based gameplay, and heartfelt design to a global audience.