Why Is Sweet Baby Inc. Controversial? Reasons for Backlash and Company Origins Explained
【この記事にはPRを含む場合があります】
Sweet Baby is a well-known consulting firm in the gaming industry. They promote “diversity” and “equity.”
While promoting “diversity” and “equity” may seem like a good thing, games that include Sweet Baby often have too many “political correctness” elements. As a result, the company is facing criticism from many gamers.
This time, we will explain why Sweet Baby is often criticized and, first, where the company is from.
- What is Sweet Baby? What country is the company from?
- Why does Sweet Baby frequently face backlash?
- Reason 1: Approximately 10 Years of "Excessive" Political Correctness in the Gaming Industry
- Reason 2: Actions by Sweet Baby Employees
- Groups Listing Games Involving Sweet Baby for Reporting
- Growing Attention on Diversity in the Gaming Industry
What is Sweet Baby? What country is the company from?
(Source: SweetBabyInc)
Sweet Baby Inc. is a company based in Montreal, Canada. It was founded in 2018. The company focuses on creating narratives (stories) and offering consulting services.
Sweet Baby helps with story development and creating characters. They also support the idea of ‘DEI‘ (Diversity, Equity, Inclusion).
The company has worked on popular games like ‘God of War: Ragnarok‘ and ‘Assassin’s Creed Valhalla‘. People often criticize games made by Sweet Baby for being too politically correct, which leads to negative reactions.
Sometimes, this has led to lower sales and even failure for some games. This has led to Sweet Baby becoming a company that divides game fans around the world.
Why does Sweet Baby frequently face backlash?
The main reasons people were angry at Sweet Baby Inc. are as follows:
Reason 1: Approximately 10 Years of “Excessive” Political Correctness in the Gaming Industry
Sweet Baby Inc. has been promoting diversity and equity in the gaming industry for about a decade.
However, some people don’t like that Sweet Baby’s involvement makes the games too “politically correct“, which makes the games less fun.
For example, a well-known case is “Assassin’s Creed Shadows,” released on March 20, 2025.
This action game is set in “Sengoku-era Japan“, but it caused a stir by featuring Yasuke, a Black protagonist. At first, it looked like the main character of the game would be a female ninja.
But as the release date got closer, the game’s creators added Yasuke, a Black character from the time of Oda Nobunaga, as the main character instead. Many people thought this was because of Sweet Baby’s influence.
People started debating about it on social media. “Why is the main character Black, even though the game is set in Japan?” and “This seems a bit too politically correct.” Also, some Ubisoft employees said that Yasuke’s role as a Black samurai in a high position was “historically accurate,” even though it didn’t match what we know from history. This made the controversy worse.
Because of this, some people who like games think that Sweet Baby’s involvement is linked to “excessive political correctness that weakens the game’s worldbuilding“.
Reason 2: Actions by Sweet Baby Employees
The actions and statements of Sweet Baby Inc. employees have also contributed to the negative reactions.
Some Sweet Baby Inc. employees have responded aggressively to people and groups that have criticized the company. Also, there have been past racist remarks by employees, which has made the controversy even worse.
For example, when a Steam curator group called “Sweet Baby Inc detected” was created to list games involving the company, some Sweet Baby employees reacted by publicly calling for the group and its creator to be reported. They even attempted to get the group banned from Steam, though this was unsuccessful. This behavior was seen as inconsistent with the company’s stated focus on “political correctness.” That is, the idea of acting to avoid causing discomfort or disadvantage to particular social groups. This led many to question the employees’ conduct. As a result, more people supported the critics of Sweet Baby.
People and important figures in the industry are upset about inappropriate actions like these. They have caused problems for Sweet Baby that continue to this day.
Groups Listing Games Involving Sweet Baby for Reporting
Some users are unhappy with what they see as too much “political correctness” in games involving Sweet Baby. So, they have formed a group on the PC gaming platform Steam to make changes.
The group, “Sweet Baby Inc Detected“, makes a list of games associated with Sweet Baby and warns other users about them. This group has hundreds of thousands of followers. This group’s actions have become the focus of the backlash.
(Source: Steam)
Growing Attention on Diversity in the Gaming Industry
Recently, the gaming industry has recognized the importance of “DEI” (diversity, equity, inclusion).
Developers are now expected to include characters from diverse cultural backgrounds so that more players can relate to their games. Sweet Baby Inc. is a Canadian consulting firm that promotes DEI, or diversity, equity, and inclusion.
However, some people are worried that focusing too much on political correctness might make games less appealing or change the story. The industry is watching to see how the balance between the DEI concept (diversity, equity, inclusion) and creative freedom will change in the future.
