Pretty Cool Games was founded 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 vision is to create a studio that operates sustainably, treats its staff fairly and rewards them when the company succeeds. Shefta previously led No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human: Fall Flat. She recently joined the board of TIGA and participates in the BAFTA Games Committee, bringing a wealth of industry governance experience.
Dudley, an original member of the Human: Fall Flat team, has a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare and Marmalade Game Studio, giving him a broad perspective on both large‑scale and indie production. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a tough funding climate, the appetite for fresh gaming experiences remains strong. She added that the initial conversations with Hypergryph went smoothly: the investor loved the concept for Pretty Cool’s debut game, aligned with the studio’s long‑term vision, and appreciated the team’s quirky, out‑of‑the‑box ideas. The fact that Hypergryph is itself a game‑making studio that now supports other developers made the partnership especially appealing. According to Shefta, the bulk of the capital will be poured into the studio’s first title, which draws creative inspiration from several sources.
Nintendo’s emphasis on accessible, joyful play, Hazelight’s narrative‑driven co‑op experiences (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films like *The Pink Panther* all inform the game’s design language. Shefta said the goal is to craft something “memorable, timeless and so much fun that you remember it with delight years after you first played it.” Creativity is positioned as a core pillar of the studio’s ethos, not just for the developers but for the players as well.
The upcoming game will give gamers a sandbox of physics‑based interaction, allowing them to experiment, solve puzzles and generate unexpected, humorous moments. Shefta noted that the freedom inherent in a physics‑driven environment, combined with thoughtful level design and systems, will let players express themselves in wildly inventive ways. The Hypergryph investment also enables Pretty Cool Games to build a small, focused team that Shefta intends to keep sustainable over the long haul.
Currently the studio employs four full‑time staff members and plans to grow to ten. Immediate hiring needs include a lead designer, a level designer, an environment artist and a concept artist. Future contracts will cover character art, audio, user‑interface work and a composer. The strategy is to keep the core team lean, ambitious yet realistic in scope, and to compensate staff through mechanisms such as share schemes so that everyone benefits when a game succeeds.
Shefta highlighted recent industry layoffs that occurred despite successful titles, and stressed that her studio wants to avoid that model by aligning employee rewards with company performance. Shefta’s ambition is to blend the strengths of AAA production—discipline, quality control and an understanding of what makes a franchise thrive—with the agility and experimental spirit of a smaller indie outfit. She reflected on her time in AAA, noting that while large budgets can drive impressive visuals, they also often lead to wasteful decisions and make recouping costs difficult.
In contrast, indie development allows for rapid iteration, focused experimentation on a few core ideas, and the ability to pivot quickly based on what feels right. Being part of a compact team means each individual has a larger impact on the final product, which Shefta finds creatively fulfilling.
She envisions a studio where the player experience and employee wellbeing are placed at the forefront of every decision. While acknowledging that launching a new studio will inevitably bring challenges, she believes the accumulated experience of the founders, combined with a commitment to ethical, sustainable development practices, will guide Pretty Cool Games toward building games “the right way.” In summary, Pretty Cool Games aims to deliver a physics‑based, humor‑laden adventure that captures the charm of classic slapstick cinema while offering modern, player‑driven creativity. Backed by Hypergryph’s funding and guided by industry veterans who have seen both the highs of AAA and the nimbleness of indie work, the studio is poised to expand its team, secure additional investment and find a publishing partner to bring its debut title to market. The overarching mission remains clear: create games that delight players for years to come while fostering a workplace that rewards and respects its creators.