Ninja Theory, developers of Hellblade: Senua's Sacrifice, explained the decision to become part of Microsoft Studios, claiming that the move will allow him to "Aim higher than we have ever dared, to really fly, without the threat of falling".

The Cambridge studio is one of five new additions to Microsoft's roster along with Undead Labs (State of Decay), Compulsion Games (We Happy Few), Playground Games (Forza Horizon) and the new study The Initiative to complete everything.

Microsoft claims that its new recruits will allow it to "take greater risks" and this also seems to have been the strength of Ninja Theory, which will maintain full creative control over its projects while gaining access to Microsoft's considerable resources.

Here is what explained by Tameem Antoniades:

When Microsoft approached us, it was [a move] totally unexpected and not something we were really trying to do. Nevertheless, they asked us what our goals and ambitions were as a study in an ideal world, and so we said we wanted to get rid of the triple A machine and make the games focused on experience, not monetization. We want to take more creative risks. We want to create games in our own way, without anyone telling us what to do and how to do it, and above all we want to protect our team, our culture and our identity.

Although it seems a great ideal on paper, the Ninja Theory team was aware that it risked alienating some fans by connecting exclusively to Microsoft.

[The decision implies] that our experiences will be focused on the Microsoft platform: we recognize that this will disappoint many of you, and it is not something we take lightly. Now we are gearing up to bring you many more games that, just like Hellblade, will be ambitious, creatively different and unique in their own way.