Ubisoft have been employing every possible tactic to piss off gamers, ranging from churning out lackluster live service slop to endlessly exploiting their cash cow franchises like Far Cry and Assassin’s Creed with repetitive collect-a-thons riddled with microtransactions, in-game advertisements or last second additions of DENUVO DRM.
Moreover, they seem unapologetic about advocating for a “progressive and inclusive” future for video gaming, combined with the notion that consumers themselves “get comfortable” with the idea that they don’t own the games they purchase, and then removing The Crew from the libraries of digital owners.
Their recent endeavors come across as hollow attempts at pandering to social trends rather than genuine creativity or innovation, it’s not surprising that they’re heavily backing BlackRock’s ESG agenda.
It appears that Ubisoft is no longer holding back, as an alleged internal document from the company has surfaced. The contents unapologetically emphasize that representation is deeply ingrained in Ubisoft’s corporate DNA, as they intensify their commitment to diversity and inclusion.
The purported document was reportedly shared on social media by YouTuber TheQuartering.
It starts with a firm statement: “First, we want to make it very clear that we do not accept hate, harassment and other forms of abuse in any way, and we are deeply saddened to see the negativity and hatred currently spreading on our co-workers’ personal profiles, and on our and our partners’ social media platforms.“
Ubisoft expresses deep sorrow over the negativity, hatred, and vitriol directed towards their partners’ social media platforms. Gee, I wonder what sort of corporate partnerships Ubisoft has with which company in particular that has sparked genuine outrage across social media.
Oh yeah, that’s right. Ubisoft is among the many prominent clients that utilize the services of Sweet Baby Inc. for game curation. Sweet Baby Inc. is essentially a consultancy firm focused on Diversity, Equity, and Inclusion (DEI) and Environmental, Social, and Governance (ESG) matters. Their approach involves revising game narrative scripts to make them more “inclusive.”
The idea is to ensure that games cater to a diverse range of people from various racial and sexual orientations, except for the matter being that the employees of Sweet Baby Inc harbor strong racial prejudices against white people.
Despite the diverse ethnic backgrounds of their employees, the majority of them originate from affluent first-world Western countries, they truly know nothing about real “representation” or the “struggles” of impoverished third world countries but are more than qualified to tell you how to make your games more inclusive to everyone who isn’t White.
Such as how a game made with Sweet Baby’s curation, Insomniac Games’ Marvel’s Spider-Man 2 includes racist Spanish “latinx” dialogue. In an attempt to avoid supposed sexism and offense to Spaniards, a pseudo-gender-neutral linguistic alternative has been constructed entirely within the boundaries of California.
Interestingly, every gaming project that received consultation from Sweet Baby Inc has faced criticism for its subpar storytelling, falling short compared to previous installments or incorporating over-the-top forced political messaging, as seen in titles like Spider-Man 2.
In at least two instances, main protagonists have been race-swapped from white to black in games they collaborated on. Furthermore, in a relatively brief period, this narrative consultancy firm has been associated with some of gaming’s notable failures, such as Volition’s Saints Row Reboot, Rocksteady’s Suicide Squad and Square Enix’s Forspoken.
These games not only underperformed but ultimately resulted in these studios going under, except for Rocksteady for the time being.
Aside from assisting in the creation of nothing but woke trash, Sweet Baby Inc recently set the internet on fire thanks to the actions of one employee by the name of Chris Kindred attempted to incite a cancel campaign against a South American individual who created a Steam curation group that merely lists all the games that are on Valve’s storefront that have been made in collaboration with Sweet Baby Inc. So that consumers could make a more informed decision.
Following this, Chris Kindred inadvertently attracted significant unwanted attention to themselves and their employer. Sweet Baby Inc came under scrutiny from dedicated individuals who unearthed past racist remarks made by their employees. Additionally, Kim Belair’s GDC presentation from 2019 came to light as she humorously admitted to pressuring higher-ups for diversity in games or the censorship of “problematic” elements.
Gamers no longer perceived Sweet Baby Inc as merely proponents of woke ideology but rather as regressive, racist activists who manipulate games with political agendas and false representation, often resulting in stereotypical depictions such as Black characters with specific dreadlock fade hairstyles, which have since become a stereotype in and of themselves.
Mainstream media outlets, from GameDeveloper, PCGamer to Kotaku, and even key figures in GamerGate such as Nathan Grayson, found themselves defending this small Canadian curation outfit. Once again proving that there’s a collusion between activist journalists and the game industry. Homeland Security even became involved in the controversy.
So it makes so much goddamn sense why Ubisoft would be offended and outraged over their partners (Sweet Baby Inc) essentially being the bain of existence for gamers worldwide. Which is why the Ubisoft internal document further expresses that they are proud to represent diversity and inclusion, it’s apart of their DNA and will remain that way regardless of external pressure or influence.
So essentially, doubling down and ignoring the pleas of consumers who simply want to play great games not filled to the brim with obvious political messaging, with “realistic and diverse” ugly female characters.
It’s a common misconception from ugly activists that supposed “real women,” can’t be attractive. This is evident in Ubisoft’s upcoming game, Star Wars: Outlaws, where actress Humberly González’s likeness was chosen for the protagonist, Kay Vess. However, the in-game model diverges significantly from the actress’s actual appearance.
It’s a prevailing trend in modern AAA gaming. Despite the hefty investment in advanced technologies like motion capture and facial scans, which is why modern games rival Hollywood movies in terms of their development budget, the outcome portrays women as a regressive, masculine, and distorted manner, turning them into fugly wenches whereas male characters are seemingly captured with perfect accuracy.
Moving forward, the document also instructs employees who are exposed to or witness negative behaviors towards colleagues online to reach out to their manager, Arcade HR or the communications team.
Certainly. If modern game developers face cyberbullying that threatens their well-being, Ubisoft advises them to reach out to Security and Risk Management (SRM). The SRM team comprises dedicated staff trained to handle security concerns. They will evaluate the situation’s severity and offer personalized guidance to ensure the developers’ safety.
Ubisoft understands the potential consequences of this discourse leaking out, so they advise employees to maintain respectfulness and avoid engaging or discussing such sensitive topics as DEI. Doing so could exacerbate the situation for themselves, Ubisoft, and their colleagues at Sweet Baby Inc.
The document continues that employees should set their personalized social media accounts to private and to turn off the ability to accept DMs, because cyberbullying from disgruntled consumers means nothing in the eyes of Ubisoft, they’re devoted to “diversity and inclusion” or more rather they just wish to make more generic open-world games plagued with woke propaganda.
A recent controversy involving Ubisoft centers on their hiring of Shauna Jones as a community manager for Star Wars Outlaws, the game which absolutely massacres the likeness of its actress, making its protagonist fucking ugly. Crucially, Shauna Jones has quite the extensive history on social media where she disparages White men.
As shared via screenshots to X by user Kooks12_ in January 2020, Jones posted, “If you’re a white dude complaining that diversity being raised is an issue … then people are going to keep raising the lack of diversity until we see change. That shits got to change man.”
In September 2020, she wrote, “Love that if you say you’re trying to be more body positive, white men assume that you’re saying you’re fat and tell you to go to the gym. Bitch I’m a size 12 … Being body positive has nothing to do with weight.”
In July 2020, she stated, “Please don’t tell me gender isn’t an issue in the games industry when you are a white male. Diversity in general is an issue in the industry. I guess as a white male who is not always represented … it’s easier to not know or see the misrepresentation in studios.”
In January 2021, she criticized streamer Ninja for not addressing “White Privilege” on his streams, writing, “Ninja is boasting about his ‘white privilege’ by doing this. He has the potential to influence millions of kids and chooses to be a sack of beans. Use your platform for good if you have the opportunity. Don’t do a Ninja.”
In January 2019, she expressed concern about Days Gone, stating, “I’m enjoying playing Days Gone but at the same time, the lack of diversity really upsets me.” Responding to another user, she remarked, “Like even the camps are full of white people.“
In 2017, she expressed frustration with gamers, saying, “I know the industry itself is maturing, but the gamers … man they need to sort themselves out 🙁” and in 2019, she posted, “Yay!! Diversity finally. No more middle-aged white men.“
It’s worth noting that several Ubisoft games have made their way onto the Sweet Baby Inc Detected list, including Assassin’s Creed Valhalla and The Crew Motorfest. The company has garnered a reputation as one of the most progressive yet absurd gaming corporations around.
Their lack of innovation over the past decade has led them to heavily rely on franchises like Assassin’s Creed and Far Cry to survive. They’ve since infused these franchises with woke ideologies, such as featuring homosexual Vikings in AC: Valhalla with the next installment being set in Japan with an African Samurai protagonist.
Despite criticism, Ubisoft shows no signs of slowing down or course correcting their push of woke ideologies in their games. This internal document only adds weight to the notion that this company should be avoided at all costs.
