Sony closed subsidiary Firewalk Studios after the entity lost some $200 million on a video game which listed preferred pronouns for the characters and had diversity-inspired character designs.

The digital entertainment company produced a game called Concord, a multiplayer first-person hero shooter game, which featured a variety of alien characters with different abilities. The game saw very limited interest from users and swift criticism, especially since the game listed the preferred pronouns of the characters, some of which had distinctly diversity-driven personas such as that of an overweight black woman, prompting Sony to pull the game from the market.

Hermen Hulst, the chief executive of the Studio Business Group for Sony Interactive Entertainment, said that Firewalk Studios would close and thanked staffers for their work.

“Certain aspects of Concord were exceptional, but others did not land with enough players, and as a result we took the game offline,” Hulst commented in a statement. “We have spent considerable time these past few months exploring all our options. After much thought, we have determined the best path forward is to permanently sunset the game and close the studio.”

One report learned from sources familiar with the situation that Sony had a more than $200 million initial development deal, which did not include additional development costs for the game or the acquisition of Firewalk Studios and the intellectual property rights for Concord last year.

“I am a big believer in the benefits of embracing creative experimentation,” Hulst continued in the statement. “However, growing through sustainable financials, especially in a challenged economic environment, is critical. While today is a difficult day, there is much to look forward to in the months ahead from the Studio Business Group and our teams.”

Many companies have signaled toward the diversity, equity, and inclusion movement over the last several years, yet those efforts have increasingly prompted backlash from consumers, resulting in an overall decline of social justice activities from some major companies.