Why a Montreal video game consulting studio is at the centre of an online anti-diversity storm

Kim Belair says she wasn't surprised at the harassing and threatening messages that she and her team have been receiving since last fall. Still, their details have been enough to shake them.

That included threats of violence, suggesting they should kill themselves or each other, and even graphic photos, said Belair, CEO and co-founder of Montreal-based Sweet Baby Inc., a video game consulting company.

"It's not something that's entirely new to us, especially to our marginalized team members who have existed in this industry … for quite some time."

Belair's 16-person team has become the centre of a new storm of online arguments, conspiracy theories and harassment, as self-described gamers accuse them of pushing a "radical leftist" agenda into games they claim players — and even developers themselves — want no part of.

"They said they want to take over the games industry. They hate white, straight, male gamers," said commentator Ryan Kinel, in a video on YouTube, where he has over 300,000 followers. 

Some have likened the backlash to Gamergate, a harassment campaign mostly targeting women in the video game industry that began in 2014.

The online storm even caught the attention of X owner Elon Musk.

"Sweet Baby Inc is an evil blight on the gaming industry. All they do is make games terrible and try to cancel people," Musk posted on X, formerly known as Twitter, on March 16. "They cannot go broke soon enough!"

The past several months have seen a rise in "organized harassment against anyone who has been associated with the company," Alyssa Mercante, senior editor at the video games site Kotaku, told The Current's Matt Galloway.

Sweet Baby was founded in 2018 and works with video game companies on projects ranging from small independent titles to AAA blockbusters like Assassin's Creed Valhalla and Suicide Squad: Kill the Justice League.

Belair says its services include writing feedback, narrative direction and helping "punch up" scripts — but also "consultations around perspective and identity." 

That last element started to gain attention in October 2023, after users on message boards noticed the studio was credited on two big-budget newly released games: Marvel's Spider-Man 2 and Alan Wake 2. 

Though both games were critically acclaimed, some said Sweet Baby made unwanted changes during development, including changing Alan Wake 2 protagonist Saga Anderson from a white woman to a Black woman, which the game's director has denied.

Others blamed the studio's work on Suicide Squad for that game's middling reviews and lagging sales. Warner Bros. Discovery said the game fell short of expectations, but did not give specifics.