Human: Fall Flat Veterans Launch New UK Studio Pretty Cool Games

Industry veterans Sitara Shefta and Will Dudley have launched a new, fully remote UK-based game development studio named Pretty Cool Games. Shefta steps in as CEO, bringing prior experience as CEO and studio head of No Brakes Games Tenerife, where she directed the development of Human: Fall Flat. She has also been elected to the TIGA Board of Directors and serves on the BAFTA Games Committee. Dudley, who serves as CCO, was an original team member on Human: Fall Flat and previously held roles at Sony Interactive Entertainment, Lionhead Studios, Rare, and Marmalade Game Studio.

To launch the studio, Pretty Cool Games secured undisclosed funding from Chinese developer Hypergryph, best known for games like Arknights: Endfield. Discussing the partnership, Shefta noted that Hypergryph loved the game concept, supported the studio's long-term plan, and embraced their ideas. The majority of the studio's funding is allocated toward the development of its debut title. According to the co-founders, the unannounced project draws inspiration from Nintendo, Hazelight (developer of Split Fiction), the immersive experiences of Disney theme parks, and the physical comedy found in films such as The Pink Panther.

The studio aims to build a sustainable organization that prioritizes employee wellbeing and rewards staff for success through share schemes. Pretty Cool Games currently has a core team of four full-time staff members and plans to expand to ten, with four imminent hires planned in lead design, level design, environment art, and concept art. Future plans also include bringing on QA and open contract positions for character art, audio, UI, and a composer. While the studio is actively seeking additional investment and a publishing partner for its debut title, Shefta emphasizes a desire to combine the discipline of AAA quality with the speed and experimentation of smaller, focused indie teams.