Microsoft showcased Ninja Theory's game Senua at Summer Game Fest in June, apparently to attract potential buyers after the studio was placed up for sale. Two separate acquisition deals subsequently fell through, leading to the announcement of the studio's proposed closure. The timing of the promotional campaign coinciding with the sale attempt has been widely interpreted as a strategic miscalculation, raising questions about Microsoft's planning and execution.

Ninja Theory was put up for sale approximately four weeks after the Senua announcement, with Microsoft executive Matt Booty announcing the failed sale attempts with minimal explanation. The award-winning studio, which has won multiple BAFTA awards, is expected to become the first studio closure resulting from Microsoft's 2026 restructuring programme. The sequence of events—promoting a game whilst simultaneously attempting to divest the developer—has generated scrutiny over Microsoft's strategic competence in managing the transition.