Xbox used Ninja Theory's 'Senua' unveil at Xbox Games Showcase to market Ninja Theory, not the game

After showcasing Senua, Ninja Theory's upcoming new game in the Hellblade franchise, Xbox announced it was closing down Ninja Theory just eight days after Senua was unveiled, marking a world record for the fastest turnaround time for a publisher unveiling an AAA title and then announcing the closure of the studio behind that title.

However, new details have emerged that have shed light on the situation, with Game File reporting that the reveal of Senua at The Xbox Games Showcase was intentional,, as Xbox used it as an opportunity to advertise Ninja Theory in an effort to attract a buyer.

Additionally, the report states that the decision to close Ninja Theory's doors was made before the announcement of Senua on June 7. The advertising opportunity for the studio has apparently been failing, as reports continue to surface stating Ninja Theory isn't engaging in negotiations and is preparing for closure. These same reports state that the other two studios Xbox announced were closing, Compulsion and Double Fine, are actively negotiating with Microsoft's gaming arm.

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These studio closures are amid widespread ongoing changes at Xbox, with the company recently openly admitting its current business model is failing, and that a reset is underway to bring Xbox back to its former glory. This reset involves a complete overhaul of the brand identity, layoffs, studio closures, consolidations, new leadership, and a fresh road ahead.

An example of one of these changes is the discovery that Xbox is potentially being sold over 24 months, with buyers being able to pay off a brand-new console every month just like a smartphone plan.