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 build a studio that treats its staff fairly, offers long‑term stability, and rewards the team when their projects succeed.
Shefta brings extensive leadership experience to the venture. She previously ran No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her executive duties, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, giving her a strong voice in industry policy and advocacy. Dudley, on the other hand, 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, giving the new studio a balanced mix of creative and technical expertise. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Hypergryph, the Chinese developer best known for the popular mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that while raising capital is challenging in today’s market, the appetite for fresh, innovative games remains strong. "From our very first conversation with Hypergryph, we clicked. They loved our concept, embraced our long‑term vision, and were enthusiastic about our quirky ideas. The fact that they are developers themselves, now supporting other studios, made them an ideal partner," she said.
According to Shefta, the bulk of the funding will be directed toward the studio’s debut project. The game draws creative inspiration from several sources: the whimsical charm of Nintendo’s franchises, the cooperative storytelling of Hazelight (the studio behind *It Takes Two* and *A Way Out*), the immersive, narrative‑driven attractions found in Disney theme parks, and the physical comedy of classic cinema such as *The Pink Panther*. Shefta summed up the ambition: "We want to craft something memorable, timeless, and so much fun that players look back on it with delight years after their first playthrough." Creativity is positioned as a core pillar of the studio’s identity, not only for the developers but also for the players.
The upcoming title will leverage the freedom inherent in physics‑based gameplay, combined with carefully designed systems and levels that encourage unexpected, emergent moments. "We’re building a sandbox where players can express themselves, experiment, and discover wild scenarios that we never imagined," Shefta added. The Hypergryph investment also enables Pretty Cool Games to assemble a small, focused team that Shefta hopes will remain sustainable over the long term.
At present the studio employs four full‑time staff members and plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future positions will be filled on a contract basis for character art, audio, UI, and a composer, as well as a quality‑assurance team.
Shefta emphasized the deliberate choice to keep the core team lean: "We’re being ambitious but realistic about scope. By staying small we can iterate quickly, make decisions fast, and maintain a healthy work‑life balance for everyone. Recent industry layoffs have shown that large studios can struggle to align employee welfare with commercial success. We want a model where the team shares in the upside—through equity or share schemes—so when a game does well, everyone benefits." The overarching goal is to blend the best practices of AAA development—high production values, disciplined quality control, and strong brand stewardship—with the agility and experimental spirit of indie studios.
Shefta reflected on her AAA experience, noting that big budgets often lead to wasteful decisions and make recouping costs difficult. "Indie development lets you move faster, test ideas, and focus on what feels right. By honing in on one or two strong concepts, you can create something truly special," she said. Working in a smaller team also means each individual 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 observed. Ultimately, Pretty Cool Games aims to prioritize both player enjoyment and employee wellbeing.
Shefta acknowledges that launching a new studio will inevitably bring challenges, but she is confident that the collective experience she and Dudley have amassed over the years will guide them. "We remain committed to building games the right way—fairly, sustainably, and with a focus on fun," she concluded. The studio is currently seeking additional investment and a publishing partner to bring its first title to market, and it hopes that its unique blend of AAA polish and indie flexibility will resonate with gamers worldwide.