the story of
HU$TLE didn’t start as a business.
It started as a feeling.
Sitting around a table with friends, rolling dice, pushing your luck — that tension where every decision matters. The highs, the frustration, the laughs… that moment where you think, “just one more roll.”
I saw how much people loved it.
And I couldn’t stop thinking:
What if I could create something that captured all of that… and turned it up?
The Idea That Wouldn’t Leave
From Idea to Reality
What started as a simple thought quickly became an obsession.
I began imagining:
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New mechanics
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Bigger swings
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More interaction
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More chaos
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More emotion
What if you could fight the odds… fight each other…
and fight your own greed?
The ideas kept building — cards, twists, comebacks.
And then one moment changed everything.
The name. HU$TLE. Six letters. Perfect for the dice.
The dollar sign replacing the S.
It just clicked.
That’s when it became real.
At first, it was just in my head.
Then one night, I decided to take a risk.
I built the first version:
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Printed cards at home
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Wooden cubes with “HU$TLE” written on them
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A DIY game mat made from fabric and glue
It was rough. Very rough.
And I was nervous asking my mates to play something I’d made. But we sat down… and something happened. The tension was there. The laughs were there. The chaos was there.
They didn’t just like it — they loved it.
And in that moment, I knew:
I’m onto something.
Taking the Leap
The next day, I did something that scared me.
I put it out into the world.
I created an Instagram page and told people:
“I’m making a board game.”
No plan. No guarantees. Just belief.
Because I knew one thing —
not trying would be the real failure.
From that point on, HU$TLE became a constant.
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Testing games wherever I could
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Refining rules over and over
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Rebuilding prototypes (multiple times)
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Learning marketing, content, and storytelling
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Reaching out, asking questions, figuring it out as I went
Challenges
There were highs — like running multiple tables at once with full groups playing.
And there were challenges — especially finding the right illustrator.
At one point, I worked with the wrong artist.
Poor communication. No passion. No alignment.
It was frustrating.
But it taught me exactly what HU$TLE needed to be.
And when I found the right artist — everything changed.
The vision finally started coming to life.
What HU$TLE Has Become
What started as a rough idea is now something much bigger.
A game built around:
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Risk vs reward
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Strategy vs luck
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Chaos vs control
A game where:
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Every roll matters
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Every decision has weight
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One moment can change everything