The Wu-Tang Clan is back in the game—literally—but their long-awaited video game return comes with a twist that’s raising eyebrows across the gaming community, namely the involvement of Sweet Baby Inc.
Wu-Tang: Rise of the Deceiver, officially unveiled during Summer Game Fest and at the kickoff concert of Wu-Tang’s farewell tour, marks the rap group’s return to gaming after 25 years. The game is being developed by Brass Lion Entertainment, a studio that describes itself as “focused on creating original fictional universes that center on Black, Brown, and other marginalized characters, cultures, and stories.”
But what wasn’t immediately mentioned during the show was that this latest Wu-Tang project also features the fingerprints of Sweet Baby Inc.—the narrative consultancy firm that has become a lightning rod for controversy in the gaming industry.
The confirmation didn’t come from Brass Lion or Xbox but rather through independent watchdog MasterofTheTDS of the Gothic Therapy YouTube channel, who has spent recent months investigating the influence and connections of Sweet Baby Inc.
Sweet Baby Inc. Detected!
Brass Lion Entertainment’s long-rumored game has finally been revealed.
Wu-Tang: Rise of the Deceiver.
Created with direct involvement from Kim Belair and Camerin Wild.Speak with your wallets people! pic.twitter.com/JhiA2dI8wM
— MasteroftheTDS (@MasteroftheTDS) June 7, 2025
In a June 7th post on X, he wrote, “Brass Lion Entertainment’s long-rumored game has finally been revealed. Wu-Tang: Rise of the Deceiver. Created with direct involvement from Kim Belair and Camerin Wild.”
Kim Belair is the controversial founder and CEO of Sweet Baby Inc., and is well known for a speech in which she recommends people “terrify” their marketing departments if they don’t see the value in forced diversity in games.
Sweet Baby Inc. CEO Kim Belair via InclusionFX YouTube
“If you’re a creative working in AAA which I did for many, many years: put this stuff up to your higher-ups,” she said. “And if they don’t see the value in what you’re asking for when you ask for consultancy, when you ask for research: go have a coffee with your marketing team and just terrify them with the possibility if they don’t give you what you want.”
Camerin Wild is a narrative designer and sensitivity reader with Sweet Baby Inc. Wild made waves last year when delivering a presentation called “Subverting Genre Expectations” at The Game Developers of Color Expo.
Wild declared that “the stories we tell each other are way more than entertainment,” calling for “more expansive, more representational content.”
Camerin Wild via Game Devs of Color Expo YouTube
In a slide titled “Cool, so why am I here?” one bullet point stated bluntly: “Burning the games industry to the ground.” Another slide titled “So why am I still here?” claimed it was “to prove that space where whiteness doesn’t have to live is where some of the best stories are told.”
The influence of Sweet Baby Inc. with the Wu-Tang Clan game was confirmed in a video clip MasterofTheTDS shared of Evan Narcisse, a senior writer at Brass Lion. In the clip, Narcisse directly stating that both Belair and Wild worked on the game “in a consulting capacity.”
Evan Narcisse, the Senior Writer at Brass Lion Entertainment admits in this clip that the game has direct involvement of Kim and Camerin. https://t.co/Ko5uKKfP2M pic.twitter.com/f3x7nRZqnw
— MasteroftheTDS (@MasteroftheTDS) June 7, 2025
Sweet Baby Inc., once a relatively obscure consulting group, has found itself at the center of ongoing industry backlash. Critics argue the company injects “identity-first” narratives and prioritizes social messaging over gameplay quality. Supporters claim they create more inclusive experiences. But recent projects associated with the group have struggled both critically and commercially.
The most notable among them is the Rocksteady flop “Suicide Squad: Kill The Justice League,” the widely panned super hero title that was lambasted for its clunky combat and disjointed storytelling.
A screenshot from South of Midnight (TBA), Compulsion Games
South of Midnight, which featured heavy Sweet Baby Inc. involvement with Belair serving as a lead narrative designer, launched with a dismal peak of around 1,400 concurrent players on Steam. But interest rapidly plummeted. Within weeks, the game struggled to maintain even a few hundred active players, sparking renewed criticism over its gameplay, story, and production priorities.
As the failures pile up, Sweet Baby Inc.’s role in shaping modern games has become a subject of heated debate.
Against that backdrop, the discovery that Wu-Tang: Rise of the Deceiver has Sweet Baby Inc. involvement has led to fresh skepticism about the game’s creative direction.
Wu-Tang Rise of the Deceiver video game – YouTube, IGN
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According to Brass Lion’s CEO Bryna Dabby Smith, the new game draws directly from the Wu-Tang mythos and a film project titled Angel of Dust, co-produced by Ghostface Killah and directed by RZA. It’s been in development for three years and features a co-op action gameplay loop, where players fight to protect their neighborhood using powers granted by Wu-Tang Clan members.
“We wanted to create something where it was built from the ground up,” said Dabby Smith in an interview with The Verge. “It was by the culture, for the culture.”
While that philosophy might suit a project like Wu-Tang: Rise of the Deceiver, critics argue that Sweet Baby Inc.’s involvement often leads to homogenized storytelling and tone-deaf execution. Their consulting model, which has become increasingly popular with publishers seeking cultural input, remains one of the most divisive topics in modern game development.
Sweet Baby Inc. credits for SSKTJL
For longtime Wu-Tang fans and gamers alike, the question is will this be a true tribute to the Wu-Tang legacy—or just another cultural product undermined by Sweet Baby Inc. and modern consulting trends?
How do you feel about the Wu-Tang Clan game bringing on Sweet Baby Inc.? Sound off in the comments and let us know!
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Onto the blacklist it goes.
I grew up with hip hop music and listened to Wu-Tang Clan a lot, but I knew the game will be woke even before they found out SBI is working in it. Many Wu-Tang members have some very questionable ideologies.
I am glad the company is transparent enough that they are almost proud to say “This game ain’t for whitey.” And that they create original, fictional universes… except this one uses Wu Tang Clan as an amplifier and story beats from the universe apparently created by Ghostface Killah and RZA for an upcoming movie.
Much original. Amaze representation.
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