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 rewards them directly for the success of its games.
Shefta brings extensive leadership experience to the venture. She previously held the role of CEO and studio head at No Brakes Games Tenerife, 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 creative and business challenges in the sector. Dudley, the studio’s CCO, was an original member of the Human : Fall Flat team and has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio.
His background spans both large‑scale console projects and smaller, experimental titles, equipping him with a versatile skill set that complements Shefta’s strategic outlook. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured 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 today’s market is challenging, yet the appetite for fresh, inventive games remains strong. She added that the partnership with Hypergryph felt natural because the latter not only loved the concept for Pretty Cool’s debut title but also shared the studio’s enthusiasm for unconventional, whimsical ideas. “They are developers themselves who are now supporting other developers, and that resonated with us,” Shefta said. The bulk of the funding is earmarked for the studio’s first game, which draws creative inspiration from a variety of sources.
Nintendo’s legacy of playful design, Hazelight’s narrative‑driven cooperative experiences (such as those seen in Split Reality), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like The Pink Panther all inform the project’s direction. Shefta emphasized the team’s desire to craft something that remains memorable and enjoyable for years after its initial release.
A core pillar of Pretty Cool Games’ philosophy is creativity – both in the studio’s internal culture and in the experience they aim to deliver to players. By leveraging the open‑ended physics that define a game like Human : Fall Flat, combined with bespoke systems and level designs that encourage unexpected, emergent gameplay, the developers hope to give players a sandbox for self‑expression and playful experimentation. The investment also enables the studio to assemble a small, focused team that can be maintained over the long term.
Currently, four full‑time staff members are working on the project, with plans to grow the headcount to ten. Immediate hiring needs include a lead designer, a level designer, an environment artist and a concept artist. Future hires will cover quality assurance, contract roles for character art, audio, user‑interface design and a composer. Shefta stressed that keeping the core team lean allows the studio to be ambitious while staying realistic about scope, and it also supports their goal of building a fair, sustainable workplace.
Recent industry layoffs have highlighted the disconnect between a game’s commercial success and the treatment of its developers. To counter this, Pretty Cool Games intends to implement share‑scheme incentives so that when a title performs well, the entire team benefits financially.
Shefta explained that this model reflects their commitment to rewarding employees for their contributions, rather than relying on the traditional top‑down profit distribution found in many larger studios. The studio’s overarching vision is to blend the best practices of AAA development – rigorous quality standards, polished production values and a deep understanding of what makes an intellectual property thrive – with the agility, rapid iteration and experimental spirit of indie teams. Shefta reflected on her AAA experience, noting that while big budgets can lead to wasteful decisions and make recouping costs difficult, smaller teams can move faster, test ideas quickly and focus on what feels genuinely fun. In a smaller setting, each team member’s voice carries more weight, fostering a sense of ownership and creative fulfillment.
This collaborative environment, according to Shefta, is essential for producing games that resonate with players on an emotional level. Ultimately, Pretty Cool Games aims to place both player enjoyment and employee wellbeing at the forefront of its mission.
While launching a new studio inevitably brings challenges, the founders are confident that their combined experience, industry connections and clear ethical framework will guide them toward building games "the right way" – with quality, creativity and a fair share of success for everyone involved.