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 company’s chief creative officer. Their shared ambition is to build a sustainable development house that treats its staff fairly and shares the rewards of any commercial triumphs with them. Shefta brings a wealth of leadership experience, having previously run No Brakes Games Tenerife as CEO and studio head while overseeing the creation of Human: Fall Flat. She recently earned a seat on the TIGA Board of Directors and contributes to the BAFTA Games Committee, underscoring her standing in the UK games community.
Dudley, an original member of the Human: Fall Flat team, adds a deep‑roots pedigree that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His varied background spans both large‑scale console projects and indie‑focused initiatives. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, the studio behind the popular RPG Arknights: Endfield. Shefta explains that, despite a tough climate for raising capital, there remains strong demand for fresh gaming experiences.
“From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term vision and embraced our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them a natural partner for us,” she told GamesIndustry.biz.
According to Shefta, the bulk of the funding will be poured into the studio’s debut title. The game draws creative inspiration from several sources: Nintendo’s timeless playfulness, Hazelight’s narrative‑driven co‑op design (the makers of *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic cinema such as *The Pink Panther*. “We want to craft something memorable, timeless and so much fun that players look back on it with delight years after their first play‑through,” she emphasized. Creativity sits at the heart of Pretty Cool Games’ philosophy, both for the developers and the players.
Shefta notes that the upcoming title will give gamers a sandbox of physics‑based freedom, combined with carefully engineered systems and level layouts that encourage wild, unexpected moments. This approach aims to let players express themselves through playful experimentation. The Hypergryph investment also enables the studio to assemble a small, focused team that Shefta intends to keep sustainable over the long haul.
Currently, Pretty Cool Games 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 recruitment will cover quality assurance, contract roles for character art, audio, user interface design, and a composer. “We’re keeping the core team lean, ambitious yet realistic about scope,” Shefta explained. “Our goal is to build a studio that treats employees fairly. Recent industry layoffs have shown that success doesn’t always translate into job security.
We want to reward our team directly – for example, through share schemes – so when a game succeeds, everyone benefits together.” Shefta’s vision is to blend the best practices of AAA production with the agility of a small indie outfit. “Working in AAA taught me discipline around quality and an understanding of what makes an IP thrive,” she reflected.
“Huge budgets can lead to wasteful decisions and make recouping costs extremely difficult, which isn’t sustainable. Indie development, by contrast, moves faster, encourages experimentation, and lets you focus on the ideas that feel right. By iterating quickly and honing in on one or two core concepts, you can create something truly special.” In a smaller team, each member’s voice carries more weight, she adds, making the creative process more meaningful for everyone involved.
Ultimately, Shefta wants a studio that puts the player experience and employee wellbeing at the forefront. “We know there will always be challenges when you launch a new studio,” she said. “But we’ll lean on the extensive experience we’ve accumulated over the years and stay committed to building games the right way – with integrity, creativity, and a focus on long‑term sustainability."