It’s another brutal blow for Sweet Baby Inc and its embattled CEO Kim Belair. The company’s latest narrative endeavor, South of Midnight, has officially launched—and the results are nothing short of disastrous.
A screenshot from South of Midnight (TBA), Compulsion Games
What was meant to be a first-party Xbox Game Pass showcase has turned into yet another cautionary tale of what happens when identity politics take precedence over actual gameplay.
Disastrous Launch Numbers Speak Volumes
While some defenders tried to soften expectations by pointing to Game Pass availability, the raw data tells the real story. On Steam—still one of the most reliable barometers of public interest—South of Midnight has barely cracked 1,000 concurrent players on launch day. SmashJT, one of the most vocal independent gaming critics, noted that even a paltry 2,500 players would have been embarrassing. This game didn’t even come close.
The concurrent players for South of Midnight at 4:22 pm on launch day – Steam
Let that sink in: a Microsoft-owned studio released a new title, promoted at major showcases, and it barely attracted a four-digit player count on the biggest PC gaming platform in the world.
Narrative Over Gameplay—The Sweet Baby Inc Formula
Why such an abysmal showing? The answer may lie in the fingerprints Sweet Baby Inc left all over the project.
Sweet Baby Inc. CEO Kim Belair via InclusionFX YouTube
Long known for their identity-driven “narrative consulting,” Sweet Baby Inc has increasingly become the face of forced ideological storytelling in games. From character archetypes to dialogue tone, gamers have spotted a clear pattern: the gameplay takes a backseat to social agendas.
And South of Midnight fits that pattern perfectly.
A now-viral post from @HubBandar on X summed up the player sentiment,
#SouthofMidnight‘s writer.
No wonder the characters and story are trash. pic.twitter.com/UNQsM8bPSl— Bandar Hub (@HubBandar) April 8, 2025
“#SouthofMidnight’s writer. No wonder the characters and story are trash.” The video in question features a long speech about the importance of inclusion and representation in gaming.
The creative team’s public affiliations have only poured fuel on the fire. The studio’s community manager, known online as Pikachulita, has a history of divisive rhetoric that’s been well-documented by independent critics like SmashJT.
Her front-facing role in the game’s promotion only reinforced the idea that this project was built for clout, not for players.
7.5 Hours of Boredom? Critics Slam the Content
As if the player count weren’t bad enough, the content of the game itself is being widely mocked. Full playthroughs on YouTube clock in at around 7.5 hours, which would be short even for a budget indie title—let alone a supposed AA showcase from a first-party studio.
A screenshot from South of Midnight (TBA), Compulsion Games
Steam user reviews echo the disillusionment.
One user, Xani, wrote: “Looks kinda cool. No DEI-rot in the game so far. The main problem is the gameplay, it’s so boring… after 1.5 hours I asked myself, ‘Do I want to continue?’ And the answer is no.”
That’s not just a bad review—it’s a death sentence. When players are bailing before they’ve even reached the halfway point, you’ve failed at the most fundamental level of game design.
Compulsion Games Blocking Critics?
Making matters worse is Compulsion Games’ baffling public behavior.
According to SmashJT, not only did the studio decline a review code, but they also untagged themselves from his coverage on X and eventually blocked him altogether. That’s not just unprofessional—it reeks of insecurity.
Smash JT via Smash JT YouTube
If you’re proud of your work, you welcome feedback. But if you know you’ve built a lemon, you hide from it. And right now, Compulsion Games is in full retreat.
Sony May Have Already Pulled the Plug on Sweet Baby Inc
The collapse of South of Midnight couldn’t come at a worse time for Sweet Baby Inc, especially with new rumors swirling that Sony has already begun severing ties with the controversial consulting firm.
As previously reported, Gothic Therapy revealed that a verified insider claimed PlayStation has started cancelling projects with SBI attached—a potentially massive shift from one of the industry’s biggest players.
Kim Belair via BlackGirlGamers YouTube
According to the leak, these weren’t isolated decisions either. They were described as targeted, deliberate cancellations—a sign that Sweet Baby Inc’s involvement was seen as a liability, not an asset.
While still unconfirmed, the timing lines up with reports that Sony quietly shelved multiple in-development titles earlier this year. If even one of those had SBI’s narrative fingerprints on it, the message is clear: studios are finally rethinking the cost of prioritizing ideology over gameplay.
Now, with South of Midnight officially flopping, that decision may look more justified than ever.
Another Loss for Kim Belair’s Empire
While the gaming press won’t say it out loud, players already have: Sweet Baby Inc is becoming a liability.
The pattern is too obvious to ignore—every game they touch turns into an underperforming, over-politicized mess. If South of Midnight was meant to be a turning point, it backfired spectacularly.
A screenshot from South of Midnight (TBA), Compulsion Games
And as the industry quietly begins to question the role of narrative consultants, one thing is clear: Sweet Baby Inc isn’t just losing influence—they’re losing the audience.
Are you surprised that South of Midnight failed? Sound off in the comment section below and let us know!
