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 vision is to build a studio that operates sustainably, treats its staff fairly, and shares the financial rewards of any success with the team.
Shefta brings a wealth of leadership experience. Before co‑founding Pretty Cool Games she was the CEO and studio head of No Brakes Games Tenerife, where she oversaw the development of Human : Fall Flat. Her industry credentials also include a recent appointment to the board of TIGA and a seat on the BAFTA Games Committee, positions that underline her commitment to the broader gaming community. Dudley, the studio’s CCO, was one of the original developers on Human : Fall Flat.
His résumé spans several high‑profile studios, including stints at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio. This blend of creative and technical expertise gives the new studio a solid foundation for ambitious projects. To get the company off the ground, 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 funding environment, 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 studio vision, and embraced our off‑beat ideas. Their own experience as game makers made them a natural partner for us," she said.
The bulk of the capital will be directed toward the studio’s debut title, a project that draws inspiration from a variety of sources: Nintendo’s timeless design philosophy, Hazelight’s narrative‑driven multiplayer experiences, the immersive storytelling found in Disney theme parks, and the physical comedy of classic films like The Pink Panther. Shefta summed up the ambition: "We want to craft something memorable, timeless, and so much fun that players look back on it with delight years after their first play session." Creativity sits at the heart of the studio’s ethos, not just for the developers but for the players as well. The upcoming game will leverage the freedom inherent in physics‑based gameplay, combined with carefully crafted systems and level design that encourage unexpected, whimsical outcomes.
"We’re building a playground where players can express themselves, experiment, and discover surprising solutions," Shefta noted. The investment also allows Pretty Cool Games to assemble a small, focused team that can be sustained over the long term.
Currently, four full‑time staff members are on board, with plans to grow to ten. Immediate hires include a lead designer, a level designer, an environment artist, and a concept artist. Future contracts will bring in specialists for character art, audio, UI, and a composer, as well as quality‑assurance personnel.
Shefta emphasized the importance of keeping the core team lean while remaining ambitious about scope. "We want to be practical about what we can achieve, but we also want to be bold in our creative goals," she said. "The industry has seen many layoffs that don’t reflect the quality of the games produced. We aim to reward our team directly—through share schemes and profit participation—so that when a title succeeds, everyone benefits." Her overarching goal is to blend the strengths of AAA development—discipline, quality focus, and an understanding of what makes an IP thrive—with the agility and experimental spirit of indie studios.
"Working on AAA taught me the importance of disciplined quality and the pitfalls of massive budgets that can lead to wasteful decisions. Indie development, by contrast, lets you iterate quickly, focus on a few core ideas, and bring something truly special to market," Shefta reflected. In a smaller team, each member’s influence on the final product is magnified, creating a sense of ownership and creative satisfaction.
Shefta believes this environment not only produces better games but also fosters a healthier workplace culture. "Our aim is to put the player’s experience and our employees’ wellbeing at the forefront. Challenges are inevitable when launching a new studio, but we’ll draw on the deep experience we’ve accumulated over the years and stay committed to building games the right way," she concluded.
Pretty Cool Games is actively seeking additional investment and a publishing partner to bring its inaugural title to market. With a clear vision, seasoned leadership, and backing from a successful developer, the studio is poised to make a distinctive mark on the industry, offering players fresh, physics‑driven fun while championing a fair and sustainable approach to game development.