You’ve probably come across Sweet Baby Inc. on social media, wondering why this small narrative consulting firm gets so much heat from certain gaming circles. Some gamers blame it for the so-called “woke agenda” in modern games, while others defend its role in making gaming more diverse and inclusive. But why exactly is it controversial? What does it actually do in the gaming industry, and is the criticism valid? Let’s break it all down.
What is Sweet Baby Inc.?
Basically, Sweet Baby Inc. is a narrative development and consultation company that works with major game studios to help craft inclusive and diverse stories.
The company was founded by Kim Belair, a former Ubisoft narrative writer, and it focuses on improving representation in storytelling by helping developers design authentic, well-rounded characters from various backgrounds [like LGBTQ+/Women/Blacks].
Vision and Work
According to the company’s official website, its mission is to "tell better stories" by adding depth to character development, ensuring cultural accuracy, and making sure that different perspectives are represented in games. While it does not directly develop games, it offers consulting services to developers, advising on narrative design, character arcs, and world-building.
Games and Studios Associated with Sweet Baby Inc.
Sweet Baby Inc. has worked with some of the biggest names in the gaming industry, including:
Ubisoft (Assassin’s Creed Valhalla, Watch Dogs: Legion)
Insomniac Games (Spider-Man 2)
Remedy Entertainment (Alan Wake 2)
Bethesda (Starfield - unconfirmed)
Rocksteady Studios (Suicide Squad: Kill the Justice League)
Santa Monica Studio (God of War: Ragnarök)
While their involvement varies from project to project, the company’s influence is often linked to "diversity-driven narrative changes," which has sparked backlash from parts of the gaming community.
The Controversy: The "Woke" Debate and Game Impact
Sweet Baby Inc. has been accused by some players of pushing a "woke agenda" onto video game narratives, meaning that their involvement allegedly results in forced diversity, modernized dialogue, and characters altered to fit progressive themes. While the company insists that it simply consults on inclusivity and storytelling, some believe that its influence has negatively impacted several games. Let’s look at some of the major projects it has been linked to and the controversies surrounding them.
1. Suicide Squad: Kill the Justice League (2024) – Rocksteady Studios
Sweet Baby Inc.'s Role: Narrative consultation, dialogue assistance
Controversy:
Critics blamed the game’s "cringey" dialogue and character changes on Sweet Baby Inc.
Some felt the portrayals of Harley Quinn, Deadshot, and King Shark deviated too much from their Arkham counterparts.
The Steam Curator group "Sweet Baby Inc. Detected" specifically flagged this game as an example of the company's "harmful influence."
Commercial Performance: Flop – The game reportedly lost $200 million and was critically panned.
2. Spider-Man 2 (2023) – Insomniac Games
Sweet Baby Inc.'s Role: Character and diversity consultation
Controversy:
Some fans disliked how the game emphasized modern diversity trends, believing it felt “forced.”
Criticism arose around character interactions and dialogue choices.
Commercial Performance: Hit – A major success, but still divisive among hardcore fans.
3. God of War: Ragnarök (2022) – Santa Monica Studio
Sweet Baby Inc.'s Role: Cultural and character consultation
Controversy:
Introduction of Angrboda, a Black Norse character, led to debates about historical accuracy versus modern inclusivity.
Some saw this as an attempt to modernize mythology.
Commercial Performance: Hit – Critically and commercially successful.
4. Concord (2024) – Firewalk Studios (PlayStation Exclusive)
Sweet Baby Inc.'s Role: Possible consultation
Controversy:
The game was heavily criticized for "cringe, modernized" dialogue and poor characters design.
Commercial Performance: The game is considered to be Sony's largest failure, costing them more than $400 million. Firewalk Studio was also shut down after the game went offline merely a week post-launch.
How Industry Experts View Sweet Baby Inc.
The gaming industry itself is divided on Sweet Baby Inc.’s role. Some see it as a progressive force helping create more inclusive stories, while others view it as an outside influence that disrupts organic storytelling.
✅ Supporters of Sweet Baby Inc.
Ubisoft Writers & Narrative Teams
Believe that consulting firms like Sweet Baby Inc. help bring authenticity to diverse character backgrounds.
Shawn Kittelsen (Writer, NetherRealm Studios – Mortal Kombat, Injustice)
Supports inclusive storytelling, seeing it as a natural evolution of gaming narratives.
❌ Critics of Sweet Baby Inc.
Mark Kern (Grummz – Former Blizzard Developer, World of Warcraft)
Claims Sweet Baby Inc. damages creative freedom by prioritizing identity politics over traditional game storytelling.
TheQuartering (YouTuber & Gaming Commentator)
Accuses the company of contributing to the decline of major AAA games by introducing "forced diversity."
KabrutusRambo (Creator of "Sweet Baby Inc. Detected" Steam Group)
Tracks and flags games influenced by Sweet Baby Inc. as part of a "cultural shift" in gaming.
Reality Check: The Truth Behind the Controversy
So, is Sweet Baby Inc. actually ruining gaming, or is this controversy overblown? The reality lies somewhere in the middle.
The company itself does NOT develop games. It only consults on storytelling and character diversity.
Some accusations are exaggerated. Many controversial game decisions (Starfield pronouns, Suicide Squad’s writing) could have been made by the studios, not Sweet Baby Inc.
However, their influence is real. The studio has clearly helped shape narratives in multiple games, and not every gamer likes the results.
Commercially, it’s a mixed bag. Some games with their involvement (Spider-Man 2, God of War: Ragnarök) were massive hits, while others (Suicide Squad: Kill the Justice League, Concord, Tales of Kenzera: Zau, Dustborn) flopped.
At the end of the day, Sweet Baby Inc. is just one part of a larger industry trend toward diversity and inclusivity in gaming. Whether that’s a good or bad thing depends on your perspective.
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