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 ambition is to create a studio that treats its staff fairly, offers long‑term stability, and rewards the team when its games succeed.
Shefta previously led No Brakes Games Tenerife as CEO and studio head, overseeing the development of Human : Fall Flat. In addition to her industry experience, she has been elected to the TIGA Board of Directors and sits on the BAFTA Games Committee, giving her a broad perspective on the UK games ecosystem.
Dudley, an original member of the Human : Fall Flat team, brings a résumé that includes stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio, adding deep production and design expertise. To get the new, fully remote UK studio off the ground, Pretty Cool Games secured an undisclosed investment from Chinese developer Hypergryph, best known for the popular mobile RPG Arknights: Endfield. Shefta explained to GamesIndustry.biz that raising capital is currently challenging, but the appetite for fresh, innovative games remains strong. "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 game creators themselves, now supporting other developers, made them a natural partner for us," she said. The bulk of the funding will be directed toward the studio’s debut title, a project that draws creative inspiration from a wide variety 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 such as *The Pink Panther*. Shefta emphasized the team’s desire to craft something that feels timeless and delightful, a game that players will recall with a smile years after their first play‑through.
"We are leaning into creativity as a core pillar, not just for ourselves but for our players as well," Shefta noted. "Our game will give players the freedom that physics‑based titles provide, while our level‑design systems encourage wild, unexpected scenarios and personal expression through play." The Hypergryph investment also enables Pretty Cool Games to build a small, focused team that can be sustained over the long term. Currently, four full‑time staff members are on board, with plans to expand to ten. The studio is actively recruiting leads for design, level design, environment art, and concept art, and will later add contract positions for character art, audio, UI, and a composer.
Shefta explained that keeping the core team lean allows the studio to be ambitious yet realistic about scope, while also ensuring that each employee is treated fairly. Recent industry layoffs have highlighted the need for a more equitable model, according to Shefta. "We want a studio where success is shared.
If our games do well, everyone benefits through mechanisms like share schemes," she said. This approach mirrors the studio’s broader philosophy of combining the polish and quality standards of AAA development with the agility and experimental spirit of indie teams.
Shefta reflected on her time in AAA, noting that large budgets often lead to wasteful decisions and make recouping costs difficult. "AAA taught me discipline around quality and what makes an IP thrive, but it also showed me how unsustainable the model can be. Indie development lets you iterate quickly, focus on a handful of strong ideas, and deliver something special without the overhead of massive teams," she explained.
Working in a smaller group, Dudley added, means every individual has a meaningful impact on the final product. "When each voice matters, creativity flourishes.
That’s the environment we want to nurture," he said. Ultimately, Pretty Cool Games aims to put both player enjoyment and employee wellbeing at the forefront of its mission. "Launching a new studio always comes with challenges, but we’ll draw on the extensive experience we’ve accumulated over the years and stay committed to building games the right way," Shefta concluded. The studio is also seeking additional investment and a publishing partner for its inaugural title, hoping to secure the resources needed to bring their ambitious, comedy‑infused vision to market while maintaining the sustainable, employee‑first culture they have set out to build.