How did these people get so much work in the gaming industry? Sweet Baby Inc Game South of Midnight Flops Hard—Another SBI Project Crashes on Launch
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.
Now it's an X-Box game, so the numbers of people playing on that platform will never be released to the public, but it also launched on Steam, and those numbers are public.
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.
OK, so it released on a Tuesday, but if there was any real interest, the numbers would be higher. Late Wednesday afternoon there were 1099 players with and all time high of 1411 players overnight (Tuesday night to Wednesday morning).
Az AKA Heel vs Babyface is playing the game. Here is what he had to say.
South of Midnight is a horrendously written game where the black female protagonist gets her powers from *checks notes* picking cotton!! But they can't call it cotton because of [optics?] so they call it "FLOOFY"!!!
It also has "blight" assets from Dragon Age: The Veilguard in it too (not that Bioware need them any more)!!
The main character is an entitled brat that cares only for herself.
Sweet Baby Inc do it AGAIN!!
Smash JT also had something to say. South of Midnight BUST May FINALLY Be The End of Sweet Baby Inc...
It doesn’t help that Sweet Baby Inc is credited on this game, because gamers are already pushing back hard.
Their reputation continues to nosedive as more and more people connect the dots between underwhelming, identity-driven narratives and SBI's direct involvement. A now-viral video by @HubBandar on X flat-out said it:
“#SouthofMidnight's writer. No wonder the characters and story are trash.”
So how much can you lose, and still keep getting work?
I can't find any information on how long the game was in development, or what was spent on it.
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