Senua reveal was bait to sell off Ninja Theory

Xbox apparently bet a brand new game reveal could save a studio it had already written off.

According to Game File, the decision to sunset or sell Ninja Theory was made before the Xbox Games Showcase on June 7th. The idea was straightforward enough. Show off Senua, generate buzz, and hope a potential buyer got interested before the axe fell.

It hasn’t worked out that way.

Senua official announce trailer

The gamble didn’t pay off

Despite the reveal landing well with fans, reports continue to point towards Ninja Theory shutting down regardless. That’s a stark contrast to other studios in the same position, some of which are reportedly still in active talks to avoid closure entirely.

Compulsion and Double Fine have both been named as studios negotiating with Microsoft’s gaming division to dodge the chopping block. Ninja Theory, despite the timing of its showcase moment, hasn’t been afforded the same outcome.

Part of a bigger shake-up

These closures sit within a wider run of changes at Xbox under Asha Sharma, who has also overseen Game Pass price cuts and the return of exclusivity branding on certain titles.

That said, one Xbox executive has pushed back on suggestions the company is abandoning its exclusive strategy altogether. Gears of War: E-Day and Fable remain platform exclusive, even as the rest of Xbox’s first-party plans continue to shift beneath the surface.

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