There’s a lot to say about this heated and controversial topic that’s stirring up the networks, not only on Steam groups but crossing almost all media borders, and becoming a topic everyone is talking about. It’s gathering opinions as varied as they are divided, and almost every well-known streamer dedicated to the world of video games has something to say about it. In reality, it’s inevitable to take a stance on this, whether as gamers (consumers of the final product of absolutely everything), as well as developers, publishers, distributors, and countless others involved in the arduous process of turning a simple idea into a finished video game. But let’s start with the facts…
What is Sweet Baby Inc.?
Sweet Baby Inc., a Canadian consulting firm specializing in narrative design, has found itself at the center of a heated debate within the video game industry. The company offers consulting on topics like diversity and inclusivity in games, working with developers to ensure a more representative and empathetic narrative. While its influence on titles like God of War: Ragnarök and Spider-Man 2 has been praised by some, others see its involvement as a threat to traditional games. Critics often label Sweet Baby as promoting a “woke agenda,” while its defenders argue they’re simply helping the industry evolve to better reflect the modern audience. The controversy has escalated in online forums like Steam Curator groups, which track Sweet Baby Inc.’s involvement in game development, further polarizing opinions.
Sweet Baby Inc. has become synonymous with everything that’s wrong with the “wokification” of video games. Its mission to inject progressive values into every title they touch, from Suicide Squad: Kill the Justice League to Forspoken, has led to mediocre receptions and commercial failures. Critics argue that the company demonizes traditional gamers, instead focusing on a vocal minority that doesn’t even buy the games. Tweets and posts on Reddit and Steam reveal a growing dissatisfaction, with gamers feeling alienated by what they see as forced inclusivity. Even some within the industry question Sweet Baby’s methods, accusing the firm of pressuring developers to adopt a political agenda at the expense of fun and creativity.
The Sword of Asmongold
I firmly believe that when we mention Asmongold, we all have a clear idea of who he is, right? Obviously, we’re talking about the well-known streamer, whose voice has become key (according to many in the community) in this controversy, as it’s often said his opinion represents a large percentage of our beloved gamer community. Now, whether we agree with his particular view or not, Asmongold has expressed some opinions that make his stance on this popular debate quite clear, and in many ways reflect or express what a large part of us, the gamer community, think.
Censorship and free speech: Asmongold has been very vocal about Sweet Baby Inc.’s attempts to suppress dissent, particularly in the situation where the company allegedly pushed to ban a Steam group (Sweet Baby Inc. Detected) that tracked their involvement in video game development. He argued that attempts to censor these discussions only stifle open dialogue and meaningful conversations about the role of consulting in the video game industry. He emphasized the importance of transparency and accountability, criticizing Sweet Baby Inc.’s “intimidation tactics” to silence critics.
Influence on the industry at large: Asmongold went further, framing Sweet Baby Inc. as one of the “toxic influences” in the broader trend of what he called the “wokification” infecting the video game industry. He stressed that the issue wasn’t just one company but a reflection of the growing disillusionment with institutions pushing certain ideological narratives within the gaming community. This sentiment aligns with his broader critique of how video game studios have been incorporating diversity initiatives at the expense of what many gamers see as creative freedom.
Cultural shift: Asmongold also linked the backlash against Sweet Baby Inc. to a broader cultural shift, noting that gamers are increasingly demanding more transparency from those in positions of power. He pointed out that the backlash isn’t just about video games but is part of a larger movement against what’s perceived as forced political correctness in entertainment.
Beyond how each of us expresses ourselves or speaks, perhaps a large part of the community feels represented or at least agrees with Asmongold’s opinion, no matter how sharp it may seem. It’s a way of expressing and saying things, something that, as many know, defines him.
Camerin Wild’s Declaration
Camerin Wild, an employee at Sweet Baby Inc., sparked controversy when he declared that one of the company’s goals is to “burn the video game industry to the ground.” This statement was made during a presentation at the Game Devs of Color Expo, where Wild discussed how to subvert genre expectations in video games. His stance advocates for greater inclusion and diversity, arguing that current narratives are too dominated by “white” perspectives, which, according to Wild, limit the creative potential of the industry. He also claims that the best stories come from situations that are not centered on “whiteness” and where authentic narratives can be told from different cultural perspectives.
Another relevant point in his presentation was his criticism of Quentin Tarantino. Wild stated that Tarantino’s works, specifically Django Unchained, should be “critiqued until they disappear” because, according to him, Tarantino is not qualified to tell stories about Black experiences without a deep analysis of his position as a white man. He also contrasted this work with films like Blazing Saddles, praising its comedic approach to social inequality and arguing that it’s an example of how working with Black writers can result in a more authentic social critique.
Wild argues that the industry must undergo radical change, and that this change can only be achieved if creative teams behind games are diverse. For him, genre stories (like science fiction or fantasy) should address power and identity in a way that reflects the realities of marginalized groups. He believes that many current narratives fail in this aspect and that inclusion and representation are not just add-ons but a foundation upon which the game should be built.
This stance has generated strong division in the gamer community. On one side, some see Wild’s ideas as necessary to modernize the industry and make it more inclusive; on the other, there are those who criticize Sweet Baby Inc. and its practices, believing that its focus on diversity is harming the essence of video games. The controversy doesn’t seem to have ended, as the company continues to influence major titles, worrying certain sectors of the community, who fear that this kind of approach will negatively impact gameplay and the stories they cherish.
You can read the related article by clicking on THIS LINK.
The Real Problem
The key issue is not representation itself—players want good stories and interesting characters, regardless of their background. The concern is when DEI elements seem like checklist items rather than organic parts of a game’s world. Influencers like Asmongold and gaming forums highlight a growing disconnect between developers and their core audiences. “It’s not about hating diversity,” says one critic, “It’s about ensuring games don’t lose their fun, creativity, or freedom to tell any kind of story, not just those deemed acceptable by consultants.”
This reflects a broader disillusionment in gaming circles, as seen with the rise of Steam groups like Sweet Baby Inc. Detected, where players track titles the consultancy has worked on. These players believe that many AAA titles have been compromised by DEI-driven consultations.
Critics argue that companies like Sweet Baby Inc. are part of a system that caters more to corporate “virtue signaling” than to actual player preferences. And when studios face backlash, instead of addressing valid concerns, “they try to cancel the critics, labeling them as intolerant or worse,” says a Reddit user.
A Neutral Opinion, Not an MLG Stance
It’s important to note that inclusivity in video games is not inherently bad. As Asmongold himself says, “The key is open dialogue. If we want video games to evolve, it must happen naturally, through conversation, not coercion.” Players aren’t asking for a regression to a less inclusive era but are asking that DEI initiatives not come at the expense of good narrative and gameplay.
Developers and consultants need to find a way to incorporate diverse stories and perspectives without alienating core players or undermining what makes games fun. After all, inclusivity should be about adding to the gaming experience, not taking away from it.
So, can video games have it all: diverse stories and creative freedom? Or will we continue to see more game failures because the focus has shifted too much from fun to politics? As one player said, “We’re not against diversity; we’re just for good games.” And if the industry doesn’t take a hard look at itself soon, we could end up with neither.
CONGRATULATIONS, Gamer! If you’ve made it this far, you’ve read an article created to inform you about a controversial topic that has the video game world stirred up in various ways, and you’ve fulfilled your “duty” as a gamer by informing yourself about this matter that literally concerns us all.
Keep reading at your own risk.
My Personal Opinion
I’m not a streamer, nor an influencer, nor a public figure, but I am a GAMER, at heart, in soul, and in fact, and I’ve been one for just over 30 years, not just playing but also seeking information, even about titles I haven’t played, watching reviews, opinions, adaptations, and remakes that have come and gone over these decades, reading and writing articles about it. Objectively speaking, that gives me the humble right to an opinion, doesn’t it?
I think this whole issue of inclusion, whether forced or not, is getting out of control, and statements like Wild’s, as ridiculous as they may seem TO ME in general terms, only reinforce my opinion:
I think we’re forgetting the basics, going to extremes by bringing factors like politics, agendas, and much more into a space that doesn’t belong, causing us, members of this beloved community, to argue among ourselves. I understand that it’s important to take a stance, but is it really necessary to adopt that level of aggressiveness over things that shouldn’t even be up for discussion? Yeah, okay, I agree that inclusion as such is important, and it is, in almost every known field, but there’s a fine line between considering inclusion and reaching forced inclusion, which is a serious problem. This very forced inclusion has derailed great blockbuster productions across multiple genres—film, television, video games, and much more. I imagine you don’t need an example of what I’m saying, but if you do, just think back to several of Disney’s blockbuster productions in recent years, or Google a bit, and you’ll understand what I mean. You’ve got it, right?
I think they’re letting themselves get carried away by factors that take good stories out of context, stories created simply with the purpose of entertaining people, without bigger goals than providing action, excitement, and memorable characters, with a plotline that effectively connects everything and basically entertains those who consume it… What am I referring to? Well, Wild’s opinion on Tarantino comes to mind, but not to delve into it, but rather to take it as a small reference point; Is Tarantino someone who can tell a story like the one in Django Unchained? OF COURSE, HE IS!! He’s a filmmaker who told a story, plain and simple, a fiction story, set in a real historical context (just like any fiction movie that takes place on planet Earth, set at any historical point that has occurred between the dawn of time and the present). And it’s the same with video games, which aim to entertain while telling good stories, or at least try, leaving us with a good taste in our mouths, and good memories or experiences.
That’s it. That’s where a video game’s purpose should end: entertain, pass the time, tell a story, and stay in our memories.
Is inclusion necessary in these types of stories? No, but it’s positive for it to have a place, as long as it’s not forced. Stories created solely for entertainment purposes aren’t obligated to include a representation of this or that societal factor, and I repeat, it’s positive for it to be there, but not obligatory.
I think we should view all of this for what it truly is, a means of fun and entertainment, without making a mountain out of a molehill with ridiculous issues. Come on, if we want to properly inform ourselves about real history, socioeconomic factors, or cultural elements that have been or are accurately represented, we have history books, documentaries, news outlets, and many other sources that can give us a solid and real foundation on topics that truly matter. Let’s enjoy movies and video games for our free time, to relax and have fun, which is basically what they are for.
I reiterate, this is MY PERSONAL OPINION, nothing more, nothing less than that. And if you’ve made it this far, Gamer, my personal thanks for reading.
Be happy, gamer, and don’t stress over nonsense. Trust me, I’m 49 years old, and I’ve spent much of my life doing exactly that, stressing over nonsense XD.
And now, perhaps more than ever, I ask, invite, and call on you to head to the comments and leave me, us, your opinion on ALL of this, because, whether you’re informed or not, you surely have a stance on the matter, right? You know, friend, we’ll be reading you! 🙂
Info & Images Source: Asmongold Official YouTube Channel, Reddit, Steam Forums
