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 operates sustainably, treats its staff fairly, and directly ties employee rewards to the success of its games. Shefta brings a wealth of leadership experience, having previously been the CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human: Fall Flat. In addition to her industry credentials, she was recently appointed to the Board of Directors at TIGA and participates on the BAFTA Games Committee, giving her a broad perspective on both business and creative matters.
Dudley, a founding member of the original Human: Fall Flat team, adds deep production expertise. His résumé includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, giving him a diverse background across both large‑scale and indie projects. 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 mobile RPG Arknights: Endfield.
Shefta explained to GamesIndustry.biz that, despite a challenging fundraising climate, there remains a strong appetite for fresh, innovative games. "From our very first conversation with Hypergryph, we clicked. They loved our concept, backed our long‑term studio vision, and embraced our quirky ideas. The fact that they are developers themselves, now supporting other creators, made them a perfect partner for us," she said.
The bulk of the capital will be funneled into the studio's first title, a game inspired by the whimsical aesthetics of Nintendo, the narrative‑driven design of Hazelight (the studio behind *A Way Out* and *It Takes Two*), the immersive storytelling found in Disney theme parks, and the physical comedy of classic films such as *The Pink Panther*. Shefta emphasized the ambition behind the project: "We want to craft something memorable and timeless—so fun that players recall it with delight years after their first playthrough." Creativity sits at the heart of Pretty Cool Games' philosophy, not just for the developers but for the players as well. The upcoming title will give gamers a sandbox of physics‑based interaction, paired with level‑design systems that encourage unexpected, often humorous outcomes. "We are leaning into creativity as a pillar of our studio, and that applies to our players too," Shefta noted.
"Our physics engine will grant players the freedom to experiment, while our carefully constructed scenarios will spark wild, surprising moments." The Hypergryph investment also allows the studio to grow a small, focused team that Shefta hopes will remain viable over the long term. Currently, Pretty Cool Games employs four full‑time staff members and intends to expand to ten. The immediate hiring plan includes lead design, level design, environment art, and concept art roles.
Future hires will cover quality assurance and contract positions for character art, audio, user interface design, and a dedicated composer. Shefta stressed the importance of keeping the core team lean while being ambitious about the project's scope. "We are being realistic about what a small team can achieve, yet we refuse to compromise on quality," she said.
"Recent industry layoffs have shown that success does not always translate into job security. We want to create a model where the team shares in the upside—through share schemes and profit participation—so that when a game succeeds, everyone benefits." The studio’s overarching goal is to blend the strengths of AAA production—high polish, disciplined quality control—with the agility and experimental spirit of indie development. "Working in AAA taught me to respect the standards that make an IP successful, but I also saw how massive budgets can lead to wasteful decisions and make recouping costs difficult," Shefta reflected. "Indie development, by contrast, lets you iterate quickly, focus on a few core ideas, and bring something truly special to market." Being part of a smaller team means each member has a larger influence on the final product, a factor that Shefta finds creatively fulfilling.
"When everyone can shape the game, the work feels more meaningful," she added. Ultimately, Pretty Cool Games aims to prioritize player enjoyment and employee wellbeing above all else. "There will always be challenges when launching a new studio," Shefta acknowledged, "but we will draw on the extensive experience we have accumulated over the years and stay committed to building games the right way—fairly, sustainably, and with passion."