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 on sustainable principles, treats its staff fairly, and directly ties employee rewards to the success of its games. Shefta brings a wealth of leadership experience, having previously headed No Brakes Games in Tenerife and overseen the development of Human: Fall Flat.
In addition to her industry credentials, she was recently appointed to the board of the UK Interactive Entertainment Association (TIGA) and sits on the BAFTA Games Committee, where she helps shape policy for the broader gaming community. Dudley, a founding member of the original Human: Fall Flat team, adds a rich background that spans several high‑profile studios, including Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. His varied experience across both AAA and indie environments informs the studio’s hybrid approach to game creation. To fund the launch of their fully remote, UK‑based operation, 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, despite a challenging climate for raising capital, there remains a strong appetite for fresh gaming experiences. “From our very first conversation with Hypergryph, we clicked.
They loved our concept, embraced our long‑term vision, and were enthusiastic about our off‑beat ideas. The fact that they are developers themselves, now supporting other studios, made them an ideal partner for us,” she said. The bulk of the financing is earmarked for the studio’s inaugural title, a project that draws creative inspiration from a wide array of sources: the whimsical charm of Nintendo games, the cooperative storytelling of Hazelight’s *It Takes Two*, the immersive world‑building found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther*. Shefta emphasized the team’s desire to craft a memorable, timeless experience that players will look back on with delight for years to come.
Creativity sits at the heart of Pretty Cool Games’ philosophy, both for the developers and the players. The upcoming game will leverage the open‑ended possibilities of a physics‑based engine, allowing gamers to experiment, solve puzzles, and generate unexpected, often hilarious scenarios.
“We want to give players the freedom to express themselves through play,” Shefta noted. “Our level design and systems are built to encourage wild, emergent gameplay that feels both rewarding and funny.” The investment also enables the studio to assemble a small, focused team that Shefta hopes to keep sustainable over the long term. Currently, four full‑time staff members are on board, with 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 character art, audio, user‑interface work, and a composer. “We are keeping the core team lean, ambitious yet realistic about scope,” Shefta explained. “Our goal is to be fair to our employees, especially in an industry where recent layoffs have often seemed disconnected from a game’s commercial performance.
We intend to reward success through mechanisms like share schemes, so when a title does well, everyone benefits.” Shefta articulated a clear vision for the studio’s operating model: “We want to take the best practices of AAA—discipline, quality standards, and an understanding of what makes an IP thrive—and combine them with the agility and experimental spirit of a small indie team.” Her experience on large‑budget projects taught her that massive spending can lead to wasteful decisions and make recouping costs difficult. By contrast, indie development allows for rapid iteration, focused experimentation, and the ability to double‑down on a few strong ideas. Working in a compact team also means each member has a larger impact on the final product, a dynamic Shefta finds creatively fulfilling. “When everyone can shape the game, the work feels more meaningful,” she said.
The studio’s ultimate aim is to prioritize both player enjoyment and employee wellbeing, fostering an environment where innovative games can flourish without sacrificing the people who make them. While launching a new studio inevitably presents challenges, Shefta is confident that the combined experience of the founders, the backing of Hypergryph, and a clear commitment to ethical, player‑first development will guide Pretty Cool Games through any obstacles. “We’ll rely on the knowledge we’ve built over the years and stay true to our commitment to build games the right way,” she concluded. Pretty Cool Games is currently seeking additional investment and a publishing partner to bring its debut title to market, aiming to deliver a fresh, physics‑driven adventure that blends humor, creativity, and immersive design into a single, unforgettable experience.