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The controversy started when employees of the woke game consultancy Sweet Baby Inc publicly attacked gamers for expressing dissent or concern about their projects. This led to a wave of harassment campaigns directed at the industry, with some groups attempting to deplatform or silence critics. As these events unfolded, the broader culture war within gaming ignited, with developers, journalists, and fans divided over issues of censorship, free speech, and social justice.
Each passing day brings new organizations and campaigns claiming to be the "solution" to online toxicity and industry bias. Many of these groups are fronted by consultancies or social media accounts that emphasize their focus on diversity and inclusion.