Pretty Cool Games was 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 extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat.
In addition to her industry work, she has recently been appointed to the board of TIGA and sits on the BAFTA Games Committee, giving her a broad perspective on the business and cultural aspects of gaming. Dudley, on the other hand, was one of the original members of the Human: Fall Flat team.
His résumé includes stints at major developers such as Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a deep well of technical and creative expertise. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that, despite a challenging fundraising climate, there remains strong demand for fresh gaming experiences.
"From our very first conversation with Hypergryph, we clicked. They loved the concept we were pitching, backed our long‑term studio vision, and were enthusiastic about our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them an especially attractive partner," she said.
According to Shefta, the bulk of the capital will be poured into the studio’s debut title. The game draws creative inspiration from a range of sources: Nintendo’s playful design philosophy, Hazelight’s narrative‑driven co‑op experiences (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 want to craft something that is memorable, timeless and so fun that players look back on it with delight years after they first played it," Shefta emphasized. Creativity sits at the heart of Pretty Cool Games’ ethos, and the team aims to give players a sandbox of expression.
By leveraging the open‑ended physics of a typical physics‑based game and layering it with clever level‑design systems, they hope to enable countless unexpected and humorous scenarios. "The freedom that physics games provide, combined with our own systems, will let players experiment and create their own stories," Shefta added. The Hypergryph investment also allows the studio to grow a small, focused team that Shefta intends to keep sustainable over the long haul. At present, Pretty Cool Games employs four full‑time staff members and plans to expand 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, UI design, and a composer.
Shefta stresses that the core team will remain lean, balancing ambition with realistic scope. "We want to be ambitious but practical. By keeping the team small, we can iterate quickly, make decisions fast, and stay financially responsible," she explained.
She also highlighted the studio’s commitment to employee equity. In an industry where layoffs have become commonplace even after successful releases, Pretty Cool Games intends to reward its staff through share schemes, ensuring that when a game performs well, the entire team benefits.
The studio’s strategic goal is to blend the polish and quality standards of AAA development with the agility and experimental spirit of indie teams. "Working in AAA taught me the importance of disciplined quality and understanding what makes an IP successful," Shefta reflected. "However, massive budgets often lead to wasteful decisions and make recouping costs extremely difficult.
Indie development, by contrast, allows for rapid iteration, focused experimentation, and the ability to double‑down on one or two strong ideas to create something special." Shefta believes that a smaller team gives each creator a more meaningful impact on the final product. "When everyone has a say in shaping the game, the work feels more personal and rewarding," she said. Ultimately, the mission of Pretty Cool Games is to prioritize both the player experience and employee wellbeing. "Challenges are inevitable when launching a new studio, but we’ll rely on the deep experience we’ve accumulated over the years and stay true to our commitment to build games the right way," Shefta concluded.
The studio is actively seeking additional investment and a publishing partner for its inaugural title, aiming to bring its uniquely playful vision to a global audience while maintaining a fair, sustainable workplace for its growing team.