Two veterans of the hit puzzle-platformer Human: Fall Flat have established a new independent game development studio in the United Kingdom. The new company, named Pretty Cool Games, has secured financial backing from Hypergraph, the developer known for the popular mobile title Arknights.
The studio was co-founded by Sitara Shefta, who serves as Chief Executive Officer, and Will Dudley, who takes the role of Chief Creative Officer. Both previously held senior positions at No Brakes Games, the studio responsible for Human: Fall Flat, which has sold millions of copies worldwide since its release.
Studio Mission and Employee Focus
According to the founders, the primary objective of Pretty Cool Games is to create a sustainable working environment that prioritizes fairness for its staff. The company structure is designed to include profit-sharing mechanisms, ensuring that employees are directly rewarded for the commercial success of their projects.
This approach signals a shift in focus toward long-term studio health rather than the rapid expansion often seen in the games industry. The founders have stated that building a positive internal culture is central to their business plan.
Funding and Industry Context
The initial funding round was led by Hypergraph, a major player in the mobile gaming sector known for Arknights, a tower defense game with a strong narrative component. While Hypergraph’s expertise lies primarily in mobile and free-to-play markets, the specifics of Pretty Cool Games’ upcoming projects have not yet been detailed.
The investment from Hypergraph marks a strategic partnership, providing Pretty Cool Games with financial stability during its formative period. Industry observers note that the backing from a non-UK entity highlights the continued global appeal of British game development talent.
Leadership Background
Shefta previously held the position of Chief Operating Officer at No Brakes Games. During her tenure, she oversaw the operational growth of the studio and the expansion of the Human: Fall Flat franchise, which has sustained a large player base through multiple console generations.
Dudley served as the Lead Game Designer on Human: Fall Flat, contributing to the physics-based gameplay and level design that became the game’s hallmark. His creative direction will now guide the projects at Pretty Cool Games.
Implications for the UK Games Industry
Launching a new studio with a focus on employee welfare comes at a time when the global gaming sector faces significant layoffs and studio closures. The founders’ emphasis on fairness and profit distribution is positioned as a direct response to the instability that has affected many development teams in recent years.
The UK continues to be a major hub for game development, and the establishment of a new independent studio in this climate is notable. The focus on sustainable growth may serve as a case study for other developers looking to structure their businesses with employee retention in mind.
Next Steps and Future Development
Pretty Cool Games is currently in the early hiring phase, recruiting staff for its founding team. The studio has not announced a specific title or release window for its first project.
Details regarding the platforms and genres they intend to pursue are expected to emerge as the team expands and development begins. The founders have indicated that more information about their creative roadmap will be shared publicly in the coming months.
Source: GamesIndustry.biz
