The anticipated anti-DEI website by Kabrutus, creator of the Steam curator list Sweet Baby Inc detected, launched today. Sporting the goal of bringing "consumer awareness by letting people know what games have DEI ideology implementend [sic] in their development cycle as well as how it affects our culture as a whole."

Sup guys, https://t.co/yt1vSiqF7y website is now up! IT IS FINALLY HERE!

This is a HUGE milestone for me and I have Pedro from Migacz Brothers https://t.co/CWozcZXaww to thank for it. He and his team were the ones who took the project and made it happen!

To kickstart it, I… pic.twitter.com/fprEy54cUD

— Kabrutus (@kabrutusrambo) April 23, 2024

Sweet Baby Inc detected became the subject of a false-flagging campaign shortly after its creation. With opponents protesting to Steam to not only remove the curator list but to also remove its creator from the platform entirely. Some openly stating their goal is to have Kabrutus lose his entire game library on X.

X posts from Kabrutus about the creation of the DEID website appear to come after the pushback by DEI firms and their partner studios. Stating in the FAQ on the websites about page, "I decided to open this website because this way I would have total control over the content without having to rely on a platform like I have with my curator page being on Steam. Freedom."

Steam dismissed the flagging campaign, deciding not to take any actions against Kabrutus's account.

It is with great pride that I say: BASED VALVE!

Thank you @valvesoftware for respecting your players freedom of choice, and also thank you LORD GABE for bulding such an amazing platform for us.

WE ARE HERE TO STAY! pic.twitter.com/A03e3TQwgL

— Kabrutus (@kabrutusrambo) March 8, 2024

DEID's launch came with a new consultant company being added to the watchlist, GaymerX. The firm was part of Pokemon GO's new #RediscoverGO campaign that has been met with criticism over its new avatar system and other features.

Character creators in AAA games went from Male/Female to Body Type A and Body Type B.

The next step, from AAA Studios I spoke with, says even body types are being erased in upcoming games.

Instead you will be presented with a random mix of male and female parts, bodies, heads… pic.twitter.com/c6UeQ4hE6w

— Grummz (@Grummz) April 18, 2024

つよそう。 pic.twitter.com/3GOymkkJGV

— もあちゃ (@moa151) April 18, 2024

To the dismay of many gamers, DEI, short for Diversity, Equity and Inclusion, initiatives have become a staple in the tabletop and AAA world for quite some time now. The focus for many is to reeducate their communities and fanbases. Retconning new world breaking lore, sharia style censorship of player and npc models, and fanbase purges. The most recent being Warhammer 40K, where its lore is being rewritten in real time after the addition of female Custodes by Games Workshop.

DEI consulting firms, PR firms and media outlets continue their DEI push into the rest of the industry as part of the overarching parent initiative BRIDGE. Which has been brought into the forefront by independent VTuber Kirsche.

✨Going to do a bit of an info-dump before Tangent Friday✨
After BRIDGE updated their website, they started sending out newsletters and briefings
This website seems to refresh weekly, and unfortunately I do not have a live archive of the week of April 3rd. If you'd like the… pic.twitter.com/5vjyiTUAlU

— Kirsche 🥥 🧁{Vacation Edition} (@KirscheVerstahl) April 11, 2024

As DEI isn't just in the gaming sphere there are plans to expand DEID according to Kabrutu from the FAQ. "I intend to expand the DEID to talk about movies, series, animes [sic] and other forms of media in the future too."