Two original developers behind the indie phenomenon Human: Fall Flat have founded a new UK studio in Leeds, named Pretty Cool Games. Co-founders Sitara Shefta and Will Dudley, who worked on the physics-based puzzle game that has sold 58 million copies since its release a decade ago, have secured financing from a Chinese investment initiative making its first move in Europe. The studio is currently hiring and developing an unannounced AA title that retains physics-based gameplay, hinting at a spiritual connection to their previous hit.
Founders' Background and Studio Formation
Shefta, serving as CEO, previously worked at Sumo Digital and Dream Reality Interactive on titles including LittleBigPlanet 3, Dead Island 2, Disney Infinity, and Arca's Path. Dudley, the chief creative officer, has experience on games such as Transformers, Fable The Journey, and Kinect Sports Season Two. The pair bootstrapped development and received grant support from the UK Games Fund to create a prototype that secured a partnership with investor Coreblazer.
In an email Q&A with GameCentral, Shefta discussed the challenges of founding a studio amid industry turmoil. "It's worrying. For an industry that is so lucrative, it's a real shame that there are so many layoffs and closures as it creates so much uncertainty," she said, attributing the trend partly to pandemic-era over-hiring and increased investor risk aversion. "Expectation has increased... you need to make a game that's going to perform well to a good quality level, but you also have to do it in less time with less money."
Industry Challenges and Opportunities
Shefta expressed hope that more small studios will emerge, noting that "having many small studios is great for stimulating creativity and innovation." She argued that with investors becoming risk-averse and big-budget games failing to connect, smaller studios offer a more viable path: "the budget is lower and the possibility for being successful much easier to attain." Pretty Cool Games is focused on an AA title, which Shefta defined as "finding a good middle ground maintaining quality and budget, whilst still creating something innovative and novel."
Regarding the UK development community's health, Shefta pointed to consolidation where indie studios have been bought by larger corporations, reducing reach. She emphasized the need for a return to innovation: "We believe that a return to the principles of the founders of the industry, while riskier, will allow UK studios to drive innovation to benefit players and investors alike." She called for improved school-level education and initiatives like BAFTA's Young Game Designer, as well as long-term government support for studios developing their own IP.
Diversity and Indie Recognition
Shefta shared personal experiences as a woman of colour in leadership: "Even when at the very top of my career, it's funny how some things never change – you're still the only woman in a room sometimes, and coincidentally the only person whose ideas are repeated by someone else." She noted that being independent allows the studio to choose collaborators with shared values. "We're fortunate that the two directors who we met and really championed us from our investors were both also women of colour. So, it was great to see women in decision-making roles championing other women."
On the lack of recognition for indie hits like Human: Fall Flat, Shefta acknowledged that massive marketing budgets for AAA titles dominate media coverage, while indie developers must rely on creative community-building. "We need to be more creative to reach our audience, by building communities not only through traditional gaming media, but also through social and other fun tactics that will build word of mouth."
First Game and Future Plans
Shefta declined to share details of the studio's first project but said its focus is on "playfulness, creativity and imagination – we want to be different, unique so that it makes our IP memorable." The team draws inspiration from childhood games and current market titles but avoids following trends. "By creating something that is unique we will stand out from the crowd by creating new experiences that set the trends and put us at the forefront rather than following."
