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 ambition is to construct a studio that operates sustainably, treats its staff fairly and shares the rewards of success with the whole team. Shefta previously led No Brakes Games Tenerife as CEO and studio head, where she oversaw the development of Human: Fall Flat. In addition to her industry experience, she has been elected to the board of the UK Interactive Entertainment Association (TIGA) and participates on the BAFTA Games Committee, giving her a broad perspective on the sector’s challenges and opportunities.
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. His background spans both large‑scale console projects and smaller, innovative titles, equipping him with the technical and creative expertise needed to drive a new studio forward. To get the fully remote, UK‑based operation off the ground, Pretty Cool Games secured undisclosed investment from Hypergryph, the Chinese developer best known for the popular RPG Arknights: Endfield. Shefta told GamesIndustry.biz that, despite a difficult funding climate, the appetite for fresh gaming experiences remains strong.
She added that the partnership with Hypergryph felt natural from the first conversation: the Chinese studio loved the concept for Pretty Cool Games’ debut project, embraced their whimsical vision and appreciated that Hypergryph, as a fellow developer, was eager to support other creators. According to Shefta, the bulk of the capital will be poured into the studio’s inaugural title. The game draws inspiration from a variety of sources: the playful aesthetics of Nintendo, the narrative‑driven co‑op design of Hazelight (the makers of *It Takes Two*), the immersive storytelling found in Disney theme‑park attractions, and the physical comedy of classic films such as *The Pink Panther*. The goal is to craft an experience that remains memorable and delightful long after the first play‑through, one that players can look back on with a smile.
“We are leaning into creativity as a core pillar of our studio, and that extends to our players as well,” Shefta explained. “We want a game that gives people the freedom to be inventive and to express themselves through play. The physics‑based foundation of the game, combined with our custom systems and level‑design philosophy, should enable a wide range of wild, unexpected scenarios.” The Hypergryph investment also allows Pretty Cool Games to build a small, focused team that can be maintained over the long term.
At present the studio employs four full‑time staff members and plans to grow to ten. Upcoming hires include lead design, level design, environment art and concept art positions, with future contracts slated for QA, character art, audio, UI and a composer.
Shefta emphasized that keeping the core team lean helps the studio stay ambitious yet realistic about scope, while also fostering a work environment that rewards success. She noted that recent mass layoffs across the industry have shown that financial success does not always translate into job security for developers, and she intends to counter that trend with share‑scheme incentives that align employee and company performance. Shefta’s vision is to blend the best practices of AAA development—high standards of quality, disciplined pipelines and an understanding of what makes a franchise thrive—with the agility and experimental spirit of indie teams.
“Working in AAA taught me the importance of quality and the pitfalls of massive budgets that can lead to wasteful decisions,” she said. “Indie development, on the other hand, lets you iterate quickly, focus on a few strong ideas, and deliver something special without the pressure of recouping huge sums.” In a smaller team, every member’s voice carries more weight, which Shefta believes leads to a more meaningful creative process.
She wants a studio where the player experience and employee wellbeing are the top priorities, and where challenges are met with the collective knowledge accumulated over years of industry work. The studio is currently seeking additional investment and a publishing partner to bring its first title to market. By combining the expertise of seasoned AAA veterans with a lean, experimental development model, Pretty Cool Games aims to produce games that are both high‑quality and uniquely expressive, proving that a small, well‑run studio can deliver experiences that stand alongside those from much larger companies.