Pretty Cool Games has been launched 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 ambition is to build a studio that operates sustainably, treats its staff fairly, and directly ties employee rewards to the success of the games they create. Shefta brings a wealth of leadership experience to the venture.
She previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat from concept to launch. Her industry standing is reflected in her recent election to the TIGA Board of Directors and her appointment to the BAFTA Games Committee, where she contributes to shaping the future of British game development.
Dudley, on the other hand, was one of the original members of the Human: Fall Flat team. His résumé includes stints at major publishers and studios such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a broad perspective on both large‑scale and indie production pipelines. To get the new, fully remote UK‑based studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a tough climate for raising capital, demand for fresh gaming experiences remains strong. “From our very first conversation with Hypergryph, we clicked. They loved our concept, supported our long‑term studio vision, and embraced our off‑the‑wall ideas.
The fact that they are developers themselves, now helping other developers, made them stand out, and we wanted a partner who shared our enthusiasm.” According to Shefta, the bulk of the funding will be poured into the studio’s debut title. The game draws creative inspiration from a diverse set of sources: Nintendo’s playful design ethos, Hazelight’s narrative‑driven cooperative experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as The Pink Panther. “We aim to craft something memorable, timeless, and so much fun that players look back on it with delight years after their first playthrough,” she said. Creativity is positioned as a core pillar of the studio’s identity, both for the developers and the players.
Shefta elaborated that the upcoming title will give players a sandbox of physics‑based interactions, combined with carefully crafted systems and level design that encourage wild, unexpected outcomes. This approach is intended to let gamers express themselves through playful experimentation. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes to keep sustainable over the long haul. The studio currently 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 QA, character art, audio, UI design, and a composer. “We keep the core team lean, ambitious yet realistic about scope,” Shefta clarified.
“We also want a studio model that rewards success—share schemes, for example, so if our games do well, the whole team benefits together.” Shefta’s vision for Pretty Cool Games is to blend the best practices of AAA development—rigorous quality standards and a deep understanding of what makes an intellectual property thrive—with the agility and experimental spirit of a small indie outfit. “Working in AAA taught me discipline around quality and the importance of a strong IP,” she reflected. “Those massive budgets can lead to wasteful decisions and make recouping costs a nightmare, which isn’t sustainable.
Indie development, by contrast, moves faster, embraces iteration, and lets you focus on what feels right. By honing in on one or two core ideas, you can create something truly special.” Being part of a smaller team also means each individual has a larger influence on the final product, a factor Shefta finds creatively fulfilling.
Ultimately, her goal is to build a studio that puts the player experience and employee wellbeing at the forefront. “There will always be challenges when you launch a new studio,” she acknowledged, “but we’ll rely on the extensive experience we’ve accumulated over the years and stay committed to building games the right way.” The studio is actively seeking additional investment and a publishing partner for its inaugural title, aiming to secure the resources needed to bring their ambitious, comedy‑infused project to market while maintaining the ethical and sustainable workplace culture they envision.