Recently, a controversy emerged online around the company Sweet Baby Inc., a firm focused on equality and diversity within the gaming industry. Some critics argue that its actions could affect the industry negatively. This article presents a detailed account of the organization and its interactions with Steam users.
About Sweet Baby Inc.
Studio Sweet Baby Inc. was founded in 2018 by former Ubisoft employees Kim Belair and David Bedard. The official site states that the company advises video game developers and writers to make their projects more fun, engaging and inclusive. The emphasis on inclusivity suggests a commitment to ensure women and various minority groups are represented respectfully, with careful attention to how characters are portrayed, voiced, and integrated into plots and design.
The issues with Gotham Knights and Suicide Squad: Kill the Justice League are rooted in core gameplay and overall execution rather than the advisory work of Sweet Baby Inc.
Evidence of their influence appears in titles such as God of War: Ragnarok, Assassin’s Creed Valhalla, Alan Wake 2, Marvel’s Spider-Man 2, Suicide Squad: Kill the Justice League, Gotham Knights and Starfield. Some projects benefited from the company’s guidance, while others faced challenges. Early involvement by consultants can help shape story, characters and appearance before development advances too far.
Sweet Baby Inc. is not the only consulting group addressing inclusion in games. For example, Black Girl Gamers has partnered with Luminous Productions on To Leave. Other teams offer similar services, with clients including SEGA, Remedy Entertainment and Bloober Team.
At Forspoken, elements of Black Girl Gamers influence are noticeable
Why Publishers Partner with Sweet Baby Inc.
Each development team has its own writers overseeing plot and character development. They still opt to seek guidance from Sweet Baby Inc. due to investments from major American funds. Modern video games require substantial budgets and not every project guarantees a return, so external funding can offer a financial cushion before release. Leaders in finance have publicly discussed focusing on diversity and the potential impact on partnerships.
The failed Skull & Bones project also received outside funding, though not from the same funds, and a government program contributed to its release schedule.
There is also talk about the possibility of publishers being scrutinized when cooperation is declined, including social media campaigns and broader public discourse.
There has been a precedent in the industry, even when it is not tied to Sweet Baby Inc. In early 2023, activists criticized a title due to its associations with a high-profile author. The project did not get certain accolades and faced forum restrictions, yet it still achieved remarkable sales in the following year. The success of the title demonstrated that strong execution can prevail despite public controversy.
The commercial performance showed that public debate over inclusivity does not automatically dampen sales if the game is well-made. In some cases, attention can even boost interest.
Have you played Hogwarts Legacy?
Specific examples of Sweet Baby Inc.’s activities
Back to Sweet Baby Inc., here is a partial list of recommendations the company has reportedly offered that influenced some plot points in various games:
- In Alan Wake 2, the second playable character was changed to reflect a broader lineage after consultation.
- In God of War: Ragnarok, the studio examined mythic elements and decided on changes to character appearance in line with inclusive guidance.
- In Suicide Squad: Kill the Justice League, audio and dialogue were revised to be inclusive and non-offensive, including character diaries.
Participation by Sweet Baby Inc. has not prevented Alan Wake 2 from being regarded as a strong release for 2023. The precise role of the consultants often remains undisclosed, and there are instances where mentions of the company are removed if a project underperforms. This occurred with a prior title named Shadow Gambit: The Cursed Crew.
The Gamergate 2.0: The Sweet Baby Inc. controversy
Commenters express frustration with some publisher policies and the push toward a perception of widespread wok culture. A community on Steam emerged, ostensibly to track the company’s involvement in various projects. The group does not ban titles or alter visibility in search results; participation is voluntary for users. Debates spread to public forums and specialist outlets, with industry outlets covering the discussion and public responses from platform representatives. The group grew to hundreds of thousands of members.
Some observers allege that comments from company representatives triggered broader conversations about cancellation and accountability in the industry. Official responses emphasized adherence to platform rules, and community discussions continued as conversations evolved. A nonprofit organization focused on inclusion joined the discussion, highlighting the importance of avoiding hate, harassment and toxic behavior in gaming. The stance urged companies to demonstrate responsibility in their practices and public statements.
What do developers think of the Sweet Baby Inc. controversy?
Industry voices have varied. Some argue that greater diversity in protagonists expands storytelling opportunities, while others point to existing games with varied characters and storylines. Yet the history of many best-selling titles shows players enjoy experiences with diverse options for character gender and identity. The lane of discussion includes comparing older and newer titles to illustrate changing norms in character design and narrative priorities.
Writers and designers emphasize that consultants can help deepen plots and character arcs, but final decisions reside with development studios. Perspectives differ about the impact of inclusion on reception, yet many creators believe balanced representation enhances depth without sacrificing gameplay.
Public figures in the industry argue that inclusion and equality should be integrated thoughtfully, supporting enjoyable and immersive experiences for players of all backgrounds. The conversation continues as studios weigh the balance between creative direction, audience expectations and financial realities.
What do you think about the situation with Sweet Baby Inc.? Share thoughts in the comments.
Do you encounter games that are influenced by Sweet Baby Inc. recommendations?
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