Sweet Baby Inc. CEO Kim Belair via InclusionFX YouTube

Sweet Baby Inc. redesigned its website to remove its client and game list in an apparent attempt to hide its woke agenda to potential clients.

Kim Belair via GDC YouTube

The website previously made it abundantly clear the company was attempting to inject woke ideology into video games with an About Us section that declared, “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.”

Sweet Baby Inc. About Us section

It also featured an Outreach section that stated, “New and marginalized talent can change this industry if given the proper support. We want to provide this through our outreach programs.”

Sweet Baby Inc. Outreach

It also listed the various projects the company had worked on including Alan Wake II, Sable, Battle Shapers, Spider-Man 2, God of War Ragnarok, and Usual June. While these were the featured games, you could navigate to the site’s “Projects” page and discover more of the company’s games such as Suicide Squad: Kill the Justice League, The Crew Motorfest, South of Midnight, Capes, and more.

A list of games Sweet Baby Inc. worked on that includes Contraband

Furthermore, the company also shared a Client list that included Xbox Game Studios, Electronic Arts, Valve, Tru Luv, Santa Monica Studio, 2K, Ubisoft, Square Enix, Warner Bros. Games, Finji, Polytron, Rocksteady, KO_OP, Shedworks, Compulsion Games, Metric Empire, Chance Agency, Avalanche Studio Group, Deck Nine, Brass Lion Entertainment, Wizards of the Coast, People Can Fly, Eko Software, JuVee Productions, Glitch Games, Remedy, Panic, Raw FUry, and Fellow Traveler.

Screenshot of Sweet Baby Inc.’s clients

These sections have all been removed and replaced.

Now, the company describes itself as an “award-winning team of writers and narrative designers who help make stories better. With over 30 games shipped from AAA, indie, and solo developers, we are not just contractors – we are storytellers who can take your project to the next level.”

A screenshot from Sweet Baby Inc.’s website

It then lists the various services it provides including scriptwriting, consultation, and authenticity and sensitivity.  Under Scriptwriting, it states, “We work within scope to cover all your scriptwriting needs: from cinematics to dialogue — to naming 500 pieces of armor. We know every word counts.”

A screenshot from Sweet Baby Inc.’s website

For Consultation, the company wrote, “No matter the stage of production, we can strengthen story pitches, worldbuilding and character development needs, and other narrative design demands.”

A screenshot from Sweet Baby Inc.’s website

Finally, for Authenticity and Sensitivity it states, “We approach sensitivity by working with your existing narrative and documentation to bring out its natural authenticity and emotional resonance. We don’t look for red flags — we highlight green ones.”

A screenshot from Sweet Baby Inc.’s website

The site then lists a number of featured games the company worked on. It includes God of War Ragnarok, Battle Shapers, Sable, Suicide Squad: Kill The Justice League, The Crew Motorfest, and Afterfove EP.

A screenshot from Sweet Baby Inc.’s website

Finally, it features a new Outreach and Workshops section that states, “Our experienced team of writers and narrative designers are ready and available to provide workshops, talks, and general insight to your team. Let us show you how we dig beneath the narrative surface.”

A screenshot from Sweet Baby Inc.’s website

This site redesign comes in the wake of Sweet Baby Inc. removing Square Enix and Nerial, a subsidiary of Devolver Digital, from its client list. The company provided no explanation as to why these two developers were removed.

However, an investor for Square Enix did question the company’s relationship with Sweet Baby Inc. back in June. As reported by X user Michsuzu the investor questioned, ” I’m personally happy about the shift from quantity to quality. I hope good titles will come out in the future. I’m concerned about the Canadian consulting company “sweetBaby.” Square Enix is ​​listed as a client, but is there actually a transaction there? What kind of transaction is it? Will they continue to do so in the future?”

michsuzu on X

Square Enix President Takashi Kiryu responded, “I would like to refrain from making specific comments about individual clients. As we shift from quantity to quality, providing content that is enjoyable and safe for our customers is also part of what makes a product fun. We will do our best as creators.”

michsuzu on X

The redesign also comes in the wake of Sweet Baby Inc. employee Camerin Wild’s presentation at The Game Developers of Color Expo being highlighted by YouTuber Kirsche.

In the presentation, Wild shared a slide titled, “Cool, so why am I here?” One of the bullet points states, “Burning the games industry to the ground.”

Camerin Wild via Game Devs of Color Expo YouTube

In the next slide titled “So why am I still here?” One of the bullet points states, “To prove that space where whiteness doesn’t have to live-is where some of the best stories are told.”

Wild explained, “A lot of us who are really fighting for more inclusive games and storytelling don’t have a choice when it comes to discomfort. A lot of us who are just existing don’t have a choice. Which makes this really hard often. But recently I started realizing that discomfort or the place where whiteness doesn’t have to live is where some of the best stories are told. And it’s where genre storytelling lives.”

Camerin Wild via Game Devs of Color Expo YouTube

The redesign also comes after a former Sweet Baby Inc. employee Kazuma Hashimoto, a woman pretending to be a man, revealed in a Twitch stream discovered by YouTuber Smash JT that developers were no longer interested in working with individuals who worked for Sweet Baby Inc.

She said, “There are definitely jobs that I’ve had where like people have seen like the fact that I worked for Sweet Baby-. And it’s been a year since I’ve worked with them and it’s just like a contractual basis when I was so just like periodically for like a couple of years.”

“People will literally be like, ‘Hey are we going to get harassed for hiring you?’ And I think that really sucks,” he said. “That instead of like, ‘We’ll protect our employee, the employer or the potential person giving you the contract will be more concerned about that then protecting their employees. Kinda f***ed up.”

A screenshot from Assassin’s Creed Shadows (2024), Ubisoft

Interestingly, Kim Belair recently tried to claim that business was normal for the company during an interview with Black Girl Gamers on YouTube. She said that the backlash against her company “doesn’t materially affect our work. The vast majority of these companies already know what’s going on and they still hire us. They know what we actually do and it doesn’t necessarily change our baseline survival.”

Kim Belair via BlackGirlGamers YouTube

What do you make of Sweet Baby Inc. redesigning their website, removing their client list, taking out games they’ve worked on, and attempting to hide its woke agenda?