The much-anticipated video game Unknown 9: Awakening has flopped spectacularly, attracting only a few hundred players within its first days of release despite a budget estimated between $80-$120 million. Developed by Reflector Entertainment and backed by Bandai Namco, the game peaked at just 276 concurrent players on Steam, a disastrous outcome for such a high-budget title.

Industry insiders had already predicted the failure due to the involvement of Sweet Baby Inc., a consulting firm known for injecting diversity, equity, and inclusion (DEI) elements into popular games like Spider-Man 2 and God of War Ragnarok. Sweet Baby Inc.’s founder, Kim Belair, served as the “story architect” for Unknown 9, while co-founder David Bedard also had a hand in the project.

Actress Anya Chalotra, who stars as the protagonist Haroona, added fuel to the fire by promoting the game as the most “diverse” and “authentic” she had ever seen, tying her character to her Indian heritage in interviews with CG Magazine. Despite her praise, the game flopped faster than other recent DEI-heavy releases, like Sony’s Concord and Suicide Squad: Kill the Justice League, both of which suffered similar fates.