Microsoft allegedly revealed Ninja Theory's new game, Senua, at Summer Game Fest with the primary intention of attracting potential buyers for the studio. This decision reportedly came after Microsoft had already decided to either sell off or close down the Hellblade developer.
According to a report citing a source familiar with Microsoft's plans, the Xbox executives believed that showcasing a new game would make Ninja Theory a more attractive investment for potential acquirers. The report from Game File suggests that this move was aimed at bolstering the studio's appeal to investors who might be monitoring the showcase for opportunities.
It remains unclear if Ninja Theory's leadership was aware of Microsoft's intentions regarding the studio's future when the game was revealed. If they were not privy to this plan, the situation could be seen as particularly harsh, as it allowed the studio to proceed with a reveal that might have had implications for their survival without their full knowledge.
While game reveals at industry showcases can serve to attract investors even under normal circumstances, this situation highlights a potential strategy where marketing efforts are directly tied to a parent company's divestment plans. The report implies that Microsoft executives may have been more focused on cost-cutting measures and securing their own positions rather than the immediate optics of a studio's public announcement.
The full consequences of Microsoft's decisions regarding its internal studios are expected to become clearer early next month, when significant job cuts are reportedly planned. Whether the Summer Game Fest reveal will ultimately succeed in finding a buyer for Ninja Theory, or if it will be overshadowed by the broader restructuring, remains to be seen.