BBC Gaming presenter Jules Hardy has entered the fray regarding the ongoing controversy surrounding the DEI / ESG peddlers known as Sweet Baby Inc, advocating for what she calls a “final purge” of gamers who oppose her ideology.
However, I can’t help but ponder whether she adorned herself with a tiny mustache whilst delivering such a bold declaration.
BBC Gaming presenter Jules Hardy, recognized for her hosting duties on the Top Gear Gaming Show and The Gaming Show, expressed her endorsement for the institutionalized suppression of ideological enemies on Twitter in reaction to a tweet from the subversive DEI narrative consultation firm known as “Black Girl Gamers.”
Sharing a since-deleted tweet which alleged collaboration between Black Girl Gamers and Sweet Baby Inc. and condemning their advocacy for forced Diversity, Equity, and Inclusion (DEI) initiatives as being racist.
The tweet stated: “Black Girl Gamers you wanted to defend Sweet Baby Inc. with all you could possible,” wrote the user. “Well here is your page because you wanted to finish Sweet Baby Inv when I know that you both work together on projects and forced DEI is nothing more than racism.”
In response, Black Girl Gamers asserted that they have never collaborated with Sweet Baby Inc., dismissing the accusations as racially charged assumptions: “We really got you pressed by just existing LOL. We’ve never worked with Sweet Baby Inc, you all saw ‘Black’ and ‘consulting’ and decided that we all work together. Sounds like racism. We’re not stopping so have fun.”
In reaction to this discourse, BBC Gaming host Jules Hardy shared Black Girl Gamers’ post via retweet and advocated for a “final purge” of gamers who critique DEI-focused consultation firms within the industry. Hardy portrayed this as an essential measure to rid the gaming community of what she views as detrimental elements impeding advancement.
Reading between the lines reveals the underlying truth: Jules Hardy is advocating for a “detox” of gamers whom she perceives as evil, simply because they exercise their freedom to choose not to purchase certain game products for various reasons.
Many gamers express frustration with poor writing coupled with heavy-handed identity politics and political pandering. They observe that several DEI/ESG-focused games blur the concept of femininity by depicting female characters with more masculine features, including squarer jaws and a lack of visible breasts, aiming for a more androgynous appearance.
Many gamers are growing weary of modern games being tailored to meet inclusivity criteria rather than focusing on enjoyment. It’s not about aversion to characters of different genders or ethnicities; rather, it’s about dissatisfaction with unappealing and poorly developed characters.
For instance, Microsoft recently unveiled a “product inclusion framework” aimed at steering developers towards creating games that eschew “gender barriers” or “exaggerated body proportions.” This move is based on contentious studies that wrongly label games as sexist and depict consumers as extremists.
Both Sweet Baby Inc. and mainstream media outlets conveniently echo the narrative that gamers are racist or bigoted simply because they exercise their freedom not to support games created in collaboration with questionable DEI advocates. These collaborations have led to some of the biggest gaming failures of recent times, including titles like Suicide Squad: Kill the Justice League, Forspoken, and the Saints Row Reboot, to name a few.
These advocates argue that games shouldn’t cater to gamers, who then refrain from buying such products. Yet, feminist-founded consultancy firms take offense when gamers avoid products associated with them, which I find rather amusing.
These individuals utterly despise the consumer but seemingly throw a tantrum when consumers reject their subpar products.
What Jules Hardy is advocating for is essentially the elimination of the core consumer base of video games, which has historically been and likely always will be predominantly straight men. Hardy’s stance implies a desire to purge gaming of its true audience, with the intention of replacing them with activists and propagandists.
These are individuals who demand additions like wheelchairs in fantasy games, and who struggle to navigate through video games without excessive guidance and prompts, these are the kinds of people that games should be pandering to and are made to target.
Hardy clarified that she aims to rid gaming of “hate and vitriol from gamers who refuse to allow gaming to evolve and adapt,” a sentiment echoed by other influential figures within the industry who have actively worked to reshape gaming from within.
They conveniently align themselves and propagate the narrative that DEI/ESG consultation firms like Sweet Baby Inc. are victims of harassment campaigns orchestrated by far-right conspiracy theorists. However, they conveniently omit crucial facts, such as the gaming community’s awareness of Sweet Baby Inc. sparked by a legitimate harassment campaign instigated by an employee targeting a Latin American individual for simply creating a Steam curation group aimed at providing consumer information about games associated with the company.
It’s rather ironic for Jules to come to the defense of Black Girl Gamers, who have openly expressed discrimination against White individuals. The company’s founder, Jay-Ann Lopez, made this clear in an interview with GameRant in April 2023, stating her annoyance with the abundance of white characters in video games.
When asked if there were any games that made her wish their character was a woman of color or a Black woman, Lopez responded, “I would flip the whole premise of a number of games, especially the ones that go into countries and get their relics. I would flip that on their head, that’s always been a dream of mine in general. But to be honest, no. I’m not averse to having White characters. I’m just annoyed at how prevalent they are.”
Meanwhile, defenders of Sweet Baby Inc., like Kotaku writer Alyssa Mercante, have boldly asserted that it’s impossible to be racist towards white people. This narrative is consistently echoed by Sweet Baby Inc. employees, who resort to intimidation and fear tactics to assert their influence and infiltrate the gaming industry with their forced diversity and inclusion agenda.
I fully support Jules Hardy’s call for a purge of “these types of gamers” because I firmly believe that those advocating for such a purge will ultimately prevail. As Larry Fink’s ESG hedge fund bubble rapidly deflates and the gaming industry experiences widespread layoffs, I take pride in knowing that my refusal to engage with their products poses a challenge to their existence. There’s nothing they can do to compel me to spend my money on their inferior offerings.
Games have always featured characters of diverse complexions and ethnicities, but now the agenda demands the eradication of White individuals from games in favor of various shades of brown under the guise of “diversity.”
They will never succeed in creating a so-called “authentic” Black character who will be as memorable as Louis or Coach from Valve’s Left 4 Dead franchise. Nor will they be able to craft a narrative as captivating as Grand Theft Auto: San Andreas, a universally adored game featuring a Black protagonist and a predominantly African American or Hispanic cast of characters.
If you notice their antics, their race-swapping and the fact that they despise White people you’re the one that’s labeled as racist, as these individuals prove incapable of crafting compelling stories and characters that resonate with audiences, it’s only a matter of time before many of these publications and companies face financial ruin.
Previously, nobody cared about the presence of people of color in video games. It’s only when the narrative shifted to an obsession with race, when characters had to be depicted as man-hating lesbians, and when their entire narrative revolved around fighting “Nazis” portrayed as white villains, that the gaming community started to take notice of their agenda.
Those who notice the agenda are unfairly labeled as Nazis themselves, despite the irony of Jules Hardy advocating for a “final purge” or, in other words, a final solution to what is perceived as widespread racism among typical video game consumers. This sentiment may remind some of a certain historical figure, a young chap from Austria with a little mustache.
Yet it begs to question exactly WHO will be impacted first as consumers choose to actively avoid products produced by nepotistic diversity pushers, simply not purchasing agenda laced products is truly the “final solution” to the ESG / DEI problem that plagues gaming.
