Hug & Roll Gaming is an independent game studio based in Redwood City, California. The company is building an AI-native game editor alongside a competitive esports title created with that editor. Its goal is to help creators move from an idea to a playable game without losing months to coding, tooling, and debugging. The editor is designed to require no coding and includes a curated asset library made by people, rather than generated assets, as well as a platform for publishing and showcasing projects.

Hug & Roll distinguishes its approach from AI game generators, which it believes can produce disposable experiences without the human touch that makes games memorable. Instead, its tools are intended to reduce foundational work and give creators more time to focus on their vision. The studio is developing its esports game as a demonstration of what the editor can support. Hug & Roll also shares development updates through a dev diary and welcomes inquiries by email.