Why Insomniac STILL Hired Sweet Baby Inc. for WOLVERINE, despite their past FAILURES
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Marvel’s Wolverine is out from Insomniac. Reviews are mixed-to-okay. The built-in audience is stuck on a kinder, gentler Logan — including a Sabretooth angle that did not land. Some outlets push the brutality, but that is the veneer. Underneath is the same consultancy stamp the industry spent years learning to treat as a warning label, the modern day LJN.
Ten Sweet Baby Inc staffers are in the credits, including CEO Kim Belair and Camerin Wild. This is the firm attached to disasters like Suicide Squad: Kill the Justice League and Sony’s own Concord. So why is Insomniac still using them on a flagship that reportedly needs 6 million sales in year one — or Marvel can take back Sony’s ten-year X-Men exclusive?
They weren’t spoiled for choice. During the peak DEI-mandate years, shipping on Xbox or PlayStation meant proving “product inclusion.” Microsoft still publishes the playbook: approachability, representation, globalization, accessibility, then ten product-inclusion actions and control questions you have to be able to answer. Co-create with communities. Validate lived experience through advisory councils and consultants. Your own diverse hires are not enough. Someone has to stamp the identity work from outside.
That is the artificial market for Sweet Baby Inc. Not “they make hits.” They make the checklist pass. Concord was supposed to be the lesson. Wolverine is what happens when the websites are still live and the license is on the line.
Watch to the end, then tell me in the comments: are you buying this game anyway?
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