Palworld's Communications Director Addresses AI Controversy and Misunderstandings

At the Game Developers Conference (GDC) last month, we had the opportunity to sit down with John “Bucky” Buckley, the communications director and publishing manager for Palworld developer Pocketpair. This conversation followed Buckley's insightful talk at the conference, titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' where he openly discussed the challenges Palworld faced, including accusations of using generative AI and copying Pokémon models for its Pals. These accusations have been debunked by Pocketpair, and the original claimant has retracted their statement. Buckley also briefly touched on Nintendo's patent infringement lawsuit against the studio, expressing that it was unexpected and had a significant impact on the team's morale.

Given the depth of Buckley's insights into Pocketpair's community management, we've decided to share the full extended interview here. For those looking for a more concise version, you can find links to shorter articles covering Buckley's thoughts on a potential Nintendo Switch 2 release, the "Pokemon with guns" label, and the possibility of Pocketpair being acquired.

This interview has been lightly edited for clarity:

IGN: Let's start with the lawsuit you mentioned in your GDC talk. Has it impacted Pocketpair's ability to update and move forward with the game?

John Buckley: The lawsuit hasn't directly affected our ability to update the game or its development. It's more of a constant presence that weighs on our morale. While we've had to hire lawyers, it's mainly the top executives dealing with it, not the rest of the team. It's the morale that's been hit the hardest.

IGN: In your talk, you seemed to dislike the 'Pokemon with guns' label. Can you explain why?

Buckley: Many people believe that label was our goal from the start, but it wasn't. Our vision was more aligned with ARK: Survival Evolved, with a focus on automation and unique creature personalities. The 'Pokemon with guns' label emerged after our first trailer, and while it wasn't our favorite, it's what stuck. We're more concerned with people who think that's all the game is without giving it a chance.

IGN: How would you describe Palworld if you could choose the label?

Buckley: I'd call it "Palworld: It's kind of like ARK if ARK met Factorio and Happy Tree Friends." It's not as catchy, but it better represents what we aimed for.

IGN: You mentioned the criticism about the game being AI-generated. How did that impact the team at Pocketpair?

Buckley: It was a massive blow, especially for our artists. These accusations are unfounded, yet they persist and are particularly hard on our Pal concept artists, many of whom are female and prefer to stay out of the public eye. We tried countering this by releasing an art book, but it didn't fully address the issue.

IGN: How do you view the broader online gaming community, considering the harassment you've faced?

Buckley: Social media is crucial for us, especially in Asian markets where it's integral to daily life. Online communities can be intense, and while we understand the emotional reactions, the death threats are particularly disheartening. We're not breaking the game on purpose; we're working hard to fix issues. A bit of heat is fine, but the death threats are just absurd.

IGN: Do you feel social media is getting worse?

Buckley: There's a trend where some people deliberately take the opposite stance for attention. Luckily, Palworld has mostly avoided these broader social and political debates and focuses more on gameplay feedback.

IGN: You mentioned the majority of the criticism came from Western audiences. Why do you think that is?

Buckley: We're not sure, but we're a divisive company in Japan too. Perhaps it's because we focus on overseas markets first, which can be contentious. The intense criticism, especially death threats, was mostly in English.

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IGN: Given Palworld's unexpected success, has it changed how Pocketpair operates or its future plans?

Buckley: It's changed our future plans but not our studio's core operations. We've expanded our server team and are hiring more developers and artists to speed up development. Our CEO wants to keep the company relatively small, at around 70 people.

IGN: Do you anticipate supporting Palworld for a long time?

Buckley: Absolutely, Palworld isn't going anywhere. We're also working on other projects like Craftopia and supporting individual initiatives within the company. Palworld is now both a game and an IP, each taking different paths.

IGN: Would Pocketpair ever consider being acquired?

Buckley: Our CEO would never allow it. He values independence and doing his own thing. The only scenario might be if he decides to sell later in life, but it's unlikely in the foreseeable future.

IGN: How do you see the competition with games like Pokémon?

Buckley: We don't see ourselves as competitors to Pokémon. Our audiences and game systems are quite different. We focus more on survival games like Nightingale and Enshrouded, and we have a friendly relationship with the ARK team. Competition in gaming is often manufactured for marketing purposes.

IGN: Would you consider releasing Palworld on the Nintendo Switch?

Buckley: If we could optimize it for the Switch, we would. We're waiting to see the specs of the Switch 2. Our success with the Steam Deck gives us hope for more handheld releases.

IGN: What message would you give to those who haven't played Palworld and might misunderstand it?

Buckley: I'd encourage them to play it. We're considering a demo to give people a taste of what the game really is. It's not what many people think, and we're not the shady company some claim we are. Our decision to protect our developers by staying out of the public eye might have contributed to this perception, but it was necessary.

The internet often focuses on sensational elements like the 'Pokemon with guns' meme, which doesn't capture the full essence of Palworld. We're a dedicated team that's proud of our work and the success we've achieved, especially in a year filled with remarkable game releases like Black Myth: Wukong and Helldivers 2.