BOYYYY! Sweet Baby Inc. Involvement Creates Growing Skepticism
The PC release of God of War Ragnarok has finally arrived, but its performance on Steam has been less than... Stellar. While previous Sony first-party exclusives have often enjoyed massive success when transitioning to PC, Ragnarok’s numbers have been surprisingly underwhelming, and for good reason.
At its peak, Ragnarok reached a concurrent player count of 35,565 on Steam, far lower than its predecessor's 73,529, and miles behind Ghost of Tsushima's 77,154....
But the disappointing turnout isn’t just about numbers—it points to far deeper concerns in the gaming community, especially regarding Sweet Baby Inc.'s involvement and Sony’s controversial PSN account requirement.
Sweet Baby Inc. and DEI Infiltration
One of the primary reasons behind the lukewarm reception God of War Ragnarok is getting on PC could be Sweet Baby Inc.'s involvement in the game’s development.
Sweet Baby Inc., a narrative consultancy firm, has come under fire recently for its track record of injecting DEI (Diversity, Equity, Inclusion) themes into every project they touch. As much as they may deny heavy involvement, the sales tell a much different story.
Sweet Baby Inc.'s influence has been visible in many games I've covered, where their focus on DEI led to significant changes in character design (race swaps), plot development (or lack thereof), and dialogue (that you can hardly understand)— all at the expense of a game’s original vision. Gamers have become increasingly aware of how this consultancy firm "operates", and many feel that its involvement often leads to compromises in storytelling for the sake of ticking ideological boxes.
In God of War Ragnarok, Sweet Baby Inc.'s hand can be seen in various aspects of the game, from character interactions to shifts in the narrative. Some characters and story arcs feel shoehorned into the plot to meet diversity quotas, detracting from the authentic Norse mythology experience that the series had become known for. Taking the story in these directions has made some feel alienated, especially those who have followed the series since its origins.
With Sweet Baby Inc. now under intense scrutiny, gamers have become wary of any project that they're involved in, fearing that it will compromise the integrity of beloved franchises. The increasing backlash toward this consultancy firm is playing a significant role in why some players are hesitant to jump into God of War Ragnarok on PC. I know myself and Hypnotic have both stated that we have no intention of ever buying a game that has been touched by Sweet Baby Inc., or really any consultancy firm for that matter. Many viewers have echoed the same sentiment as well...
But that's not all that's gone wrong here...
PSN Account Requirement: A Major Turnoff
Beyond Sweet Baby Inc.'s involvement, another major point of contention is the game’s requirement for players to sign in with a PlayStation Network (PSN) account—for a single-player game. This baffling decision by Sony has left gamers frustrated, and it's clear from Steam reviews that the PSN requirement is quite the sticking point.
Many see this as completely unnecessary gatekeeping for the sole purpose of tracking players, particularly since Ragnarok is a single-player experience - there's no need for this requirement. Forcing players to connect to a Sony service for a game that should run independently feels intrusive. Then when you take into account Sony’s history of data breaches, requiring a PSN account for a PC game raises some serious concerns about privacy and data security. Why should players have to risk their personal information for a single-player experience that doesn’t need any online interaction?
Sony’s insistence on the PSN requirement has already caused headaches for previous titles like Ghost of Tsushima, which was unavailable in over 180 countries due to this policy - and don't even get me started back on Helldivers 2... For God of War Ragnarok, the situation seems similar. Players in regions where PSN isn’t supported or reliable are being left out, potentially driving down the game’s numbers even further.
Performance Issues
To make matters worse, Ragnarok launched w/several performance issues that players have been quick to point out in their reviews. Many people are complaining about inconsistent frame rates and bugs that mar the experience, especially during the later hours of gameplay. Combine that with the SBI involvement and mandatory PSN sign-ins, it’s no wonder the game is facing backlash on Steam.
Ragnarok’s Underwhelming Numbers
Let’s dive into the numbers. God of War Ragnarok reached a peak concurrent player count of just 35,615 on Steam. While that may seem decent for most games, it pales in comparison to other Sony first-party PC releases. The original God of War hit a peak of 73,529 players, and Ghost of Tsushima surpassed it with a whopping 77,154. For a game as critically acclaimed as Ragnarok, these numbers are disappointing, and they point to growing mistrust in Sony’s approach to PC gaming...
Poor Reviews and Gamer Frustration
The PSN account requirement and Sweet Baby Inc. involvement are the primary reasons God of War Ragnarok is being reviewed poorly on Steam. While some players are angry about the consultancy and technical performance issues, the overwhelming criticism revolves around the PSN login mandate. For a single-player game to require an online connection to a PlayStation service is not only illogical, but it also signals an extremely worrying trend of companies exerting more control over how we play games.
Some gamers are holding off on purchasing Ragnarok altogether, hoping that Sony will reverse its decision and remove the PSN requirement. Until then, the bad reviews and refunded purchases are likely to continue, and the game's numbers may stagnate.
A Growing Distrust in Sony’s PC Strategy
Beyond Ragnarok, this launch is a warning sign for Sony’s broader PC strategy. Players are growing frustrated with unnecessary online requirements, region locking, and now, the involvement of third-party consultancy firms like Sweet Baby Inc. that we feel are altering the core experience in some of our favorite franchises.
The lackluster launch of God of War Ragnarok on PC is not just a blip—it’s part of a broader trend where gamers are increasingly rejecting games that seem out of touch with their audience. From DEI-driven changes to intrusive online requirements, players are sending a clear message: they want games that respect their intelligence, protect their privacy, and preserve the integrity of the original vision. Is it really that much to ask?
If Sony doesn’t adapt, they'll alienate the very audience they hope to capture with their PC releases.
For many gamers, God of War Ragnarok on PC just isn't worth the investment right now. Between the PSN requirements, Sweet Baby Inc.'s controversial involvement, and underwhelming technical performance issues, it's clear that it isn't living up to its full potential on PC at all. While there may be patches and updates to fix the technical issues, the deeper problems—like corporate overreach and ideological meddling—aren't so easily solved. Gamers are paying attention, and the industry would be wise to listen.
~Smash
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