Game Over: How Sweet Baby Inc.'s ‘Inclusion’ Push Is Ruining the Video Gaming Industry

April 30th, 2024 2:12 PM

What used to be an escape from an overly politicized world, the video games industry is slowly being reshaped in part by a development and consultation studio infecting the bloodstream with corporate liberalism run amok with a scam company operating as a way to bolster one’s Diversity, Equity, and Inclusion (DEI) credentials.

Sweet Baby Inc. was founded in 2018 and works with video game studios to help "diversify" their new releases. The company's mission statement speaks volumes, reeking with buzzwords:

Founded in 2018, Sweet Baby Inc. is a narrative development and consultation studio based in Montreal and working around the globe. Our mission is to tell better, more empathetic stories while diversifying and enriching the video games industry. We aim to make games more engaging, more fun, more meaningful, and more inclusive, for everyone.

“Empathetic,” “diversifying,” “more inclusive,” and “for everyone.” The only thing missing is the talk of multiple genders. Sweet Baby Inc. also claims that "you need diverse voices to solve diverse problems." To achieve alleged problems, they offer writing, narrative, representation, and development. In other words, pretty common components for a development consultant.

But as far as representation goes, one can only assume they mean no white characters. When a former Sweet Baby Inc. employee was presented with a design for a white character, she wrote, "fuck white people," on the graphic:

If that’s what bringing representation to video games looks like, surely they must excel in writing, narrative, and development! Ubisoft's Assassin's Creed: Valhalla, Sony's God of War: Ragnarok, and Warner Bros. Games' Suicide Squad: Kill the Justice League, are some major titles recently released that Sweet Baby Inc. has had their hand in making. Their scope of consultation goes beyond those studios and also includes the likes of Valve, Electronic Arts, 2K Studios, Xbox Game Studios, Square Enix, Wizards of the Coast, and many others. However, not every company has great success when going woke.

Unfortunately for the crew at Mimimi Games, they consulted with Sweet Baby Inc. on Shadow Gambit: The Cursed Crew, and after costs outweighed their revenue, they closed their doors. Many people pointed to Sweet Baby Inc. as the reason why Mimimi Games shut down. With DEI tainting the world around us and now tainting the virtual world, one man who goes by Kabrutus, created a website that detects DEI in video games.

The site,, is a spawn from a Steam curator list titled "Sweet Baby Inc detected," which is simply a list of games available on the Steam marketplace. That’s it. Nothing more, nothing less. The curator list currently has over 350k followers and has garnered attacks on Kabrutus and others from Sweet Baby Inc. employees. 

But supporters of this shift in video games are trying to reframe the Sweet Baby Inc. backlash as a hate movement:

These attacks come as no surprise when the Co-Founder of Sweet Baby Inc. had this to say at Game Developers Conference 2019:

So why are studios still working with Sweet Baby Inc.?