What Does This Mean for the Future of Game Consultancy Firms?
Square Enix, one of the most notable giants in the gaming industry, has been quietly removed from Sweet Baby Inc.'s list of client companies. This development signals a massive shift in perceived dynamics of consultancy companies, as it indicates that the major publisher may no longer be collaborating with the consultancy.
For those unfamiliar, Sweet Baby Inc. (SBI) is a well-known DEI (Diversity, Equity, and Inclusion) consultancy firm that has garnered a controversial reputation within the gaming community for its influence on game development and narrative design.
Let's not get TOO excited about this just yet - as I covered previously, Dragon Quest HD2D remake is being heavily censored for the 'modern audience', and by all accounts, Square has simply moved it's DEI teams in-house instead of outsourcing it...
But wait... I don't want to completely rain on the victory parade right away here - the removal of Square Enix from SBI’s client list is important for great reasons...
Square Enix has historically been one of the companies open to collaborating with external consultancies to address issues of representation and inclusivity in their games. Whether it was Final Fantasy or other franchises, the company had often integrated modern sensibilities into its titles, aligning with global "trends" toward more inclusive storytelling for that non-existent "modern audience". But now with this latest development - it suggests that Square Enix is distancing itself from SBI’s influence, either as a reaction to shifting business priorities or... perhaps due to the growing controversy surrounding the consultancy itself. You don't just 'accidentally get removed' from a list of companies you've worked with. This took communication from Square Enix to proactively get themselves removed from this list. Think about that for a second... Remember how we recently learned that many developers wanted absolutely nothing to do with Sweet Baby Inc. at all?
The Beginning of the End for Sweet Baby Inc.?
The removal of Square Enix from SBI’s client list spells serious trouble for Sweet Baby Inc. In a (highly unnecessary yet) extremely competitive consultancy landscape, losing a marquee client like Square Enix could have wide-reaching implications for them all. It’s not just a loss of business... but also a dent in SBI's reputation, particularly within the AAA gaming sector.
This distancing from SBI is also symptomatic of a larger trend. Many companies seem to be re-evaluating their partnerships with DEI consultants, especially after facing criticism from gamers who feel that these external influences are diluting the core of beloved franchises. As Square Enix adjusts its strategies and pivots towards new ventures, we may be in the midst of witnessing the severe decline of consultancies like Sweet Baby Inc.
The Shift in Strategy
Many gamers I've been chatting with are speculating that Square Enix’s decision could be attributed to the toxic reputation SBI has developed over the years. By removing their name from public associations, Square Enix is attempting to sidestep any potential PR fallout that could affect their upcoming titles. Additionally, with the company already possessing an internal ethics department and having previously worked with other consultancies, it’s possible that they no longer see the need for external partners like SBI... Pair that with how Square Enix is in dire need of avoiding any kind of boycott as their sales dwindle? Makes for a perfect storm of good news.
It is also worth noting that game development timelines are long, so even if Square Enix has ceased collaboration with SBI, games that were in development over the past few years may still feature SBI’s input in their credits. This creates a complex result... where the effects of this separation may not be immediately visible in the titles we see today - Unless Square comes out and actually states their distancing from SBI - but I wouldn't hold my breath on that one.
A Sign of Things to Come?
As more companies like Square Enix potentially sever ties with consultancies like SBI, we may see a broader industry shift. The backlash against DEI consultancies has been building for some time, with many gamers expressing frustration over "forced" representation or changes to established IPs. If Square Enix’s removal from the SBI homepage is any indication here, other major companies could follow suit shortly, seeking to regain the trust of their core audience. Here's a look at their current client list as of writing Sept 24, 2024:
Sweet Baby Inc.’s fate now hangs in the balance. While they have a roster of clients that extends beyond gaming, losing a company as significant as Square Enix may mark the beginning of the end for their influence in the AAA gaming space. As the industry continues to evolve, I’ll definitely be watching closely to see which companies follow Square Enix’s lead... and how Sweet Baby Inc. meets it's ultimate destiny.
~Smash
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