Jessica Flor did not set out to follow a traditional path into game development. Her journey reflects a blend of creative instinct, operational discipline, and a clear understanding of the structural challenges within the gaming industry. As the Founder and CEO of Hexwave Games,, a Sacramento-based game development collective focused on empowering underrepresented indie studios, she is building more than a studio. She is working toward an ecosystem designed to support independent creators in a more sustainable and inclusive way. Jessica also participated in the 2025 cohort of FourthWave, a Sacramento-based accelerator for women-led technology companies.

In this Startup Story, Jessica shares how her background in marketing and community building shaped her approach to entrepreneurship, the challenges she faced early on, and her vision for the future of indie game development.

From Creativity to Entrepreneurship

Can you tell us a little about yourself and what first sparked your interest in entrepreneurship?

Jessica: I’ve always loved the messy intersection of creativity and getting-stuff-done. I’ve spent my career helping teams bring big ideas to life while both keeping the magic of the idea intact and making sure the work actually reaches real humans.

My spark for entrepreneurship was driven by watching too many others do it wrong. I got tired of watching talented people, especially women and other marginalized creators, get boxed out by broken systems and “that’s just the industry” energy. I want to build the reality I wish existed, with sustainable creative teams, fair business practices, and space for culturally specific stories that still hit universally.

What was the moment or experience that led you to start Hexwave Games?

Jessica: Hexwave Games was founded in May 2025. We started as a game developer studio, and I used two competitive game jams as my personal “speedrun” to prove we could ship. We placed as winning finalists in both, got strong feedback, and most importantly, built real momentum.

But once I started meeting more indie devs, it became obvious that the real boss fight was not good game mechanics. It was the indie infrastructure. Small teams are expected to build like studios, market like brands, and operate like businesses, all while juggling day jobs or desperately trying to secure funding. The AAA playbook and its culture are becoming outdated, and indies need tools designed for how they actually work today.

So Hexwave grew from making games into building the ecosystem that makes indie development sustainable.

Lessons from Early Career Experience

Before launching the company, what experiences or roles helped shape you as a founder?

Jessica: My early career was spent in startup marketing, where you learn fast that vibes aren’t a strategy and “we’ll figure it out later” is a death trap. At Azra Games, I saw how studios scale and where systems either support or break teams. I focused on improving workflows, documentation, and communication.

Now at Akupara Games, I work at the intersection of craft and commerce. Making a great game is step one. Getting people to care is step two.

A consistent theme in my career has been alignment. Translating between teams, resolving conflicts, and protecting focus. That is essentially founder training.

What problem or opportunity did you see in the gaming industry that made you feel Hexwave needed to exist?

Jessica: Indie teams are not failing because they lack talent. They are failing because they lack infrastructure.

Discovery is messy. Collaboration is harder than it should be. Contracts and revenue sharing are often unclear. Funding is limited. Burnout is common. And when systems are fragile, underrepresented creators are the first to be pushed out.

The opportunity is to modernize how indie teams operate. Reduce friction, improve collaboration, and build systems that support sustainability.

Navigating Early Challenges

Building a startup is rarely a straight path. What were some of the early challenges you faced while getting Hexwave off the ground?

Jessica: The early challenge was everything at once. Defining what Hexwave is, building credibility, finding collaborators, and constantly iterating.

I also had to unlearn habits from larger studios and build a healthier pace with clear priorities and communication systems. Leading with conviction while staying flexible has been critical.

What has been one of the most important lessons you have learned so far as a founder?

Jessica: Clarity beats chaos.

Clear vision, priorities, and communication will outperform hustle culture, especially on small teams.

Also, community is not a marketing channel. It is the product. If you build trust and reduce real pain points, momentum follows.

Mission and Representation

Hexwave focuses on supporting diverse voices in game development. Why is that mission important to you personally?

Jessica: Representation is not a tagline. It is about access to stability, money, time, and power.

I want an industry where creators do not have to fight to be taken seriously and where culturally rooted stories are valued. When more creators can stay in the room, the entire medium improves.

What are you currently building or working on at Hexwave that you are most excited about?

Jessica: Two areas: games and ecosystem.

On the creative side, we are building HerSalon, a narrative-driven salon management game developed by a diverse, women-led team.

On the ecosystem side, we are creating tools, workflows, and infrastructure that make collaboration easier and more sustainable for indie teams.

Advice for Early Stage Founders

For founders who are just starting their journey, what advice would you give them based on your own experience?

Jessica: Do not build in isolation. Talk to your users constantly.

Build proof early. Even a simple prototype creates real feedback.

Choose collaborators based on values and communication. Define scope clearly. Start smaller than your ego wants and ship faster than your fear wants.

Looking ahead, what is the long term vision for Hexwave Games and what kind of impact do you hope the company will have on the gaming industry?

Jessica: Long term, I want Hexwave to be a launchpad for the next generation of indie studios, especially underrepresented founders.

That means building both great games and the systems around them. If we succeed, more creators will be able to build sustainable companies without burning out or compromising their vision.

About Hexwave Games

Hexwave Games is a Sacramento-based game development collective focused on empowering underrepresented indie studios. The company builds games while also developing tools, workflows, and community infrastructure that support sustainable development for small teams. Its mission centers on creating an ecosystem where collaboration, fairness, and creative diversity are prioritized over competition.

Wrap Up

Hexwave Games reflects a broader shift in how startups are being built in creative industries. Rather than focusing solely on output, Jessica Flor is addressing the systems that enable creators to succeed long term. For early stage founders, this story highlights the importance of clarity, community, and building infrastructure alongside the product itself. Sustainable companies are not just built on ideas. They are built on systems that allow those ideas to thrive.

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