Palworld's Communications Director Addresses AI Controversy and Misunderstandings

At the Game Developers Conference (GDC) last month, we had an insightful conversation with John "Bucky" Buckley, the communications director and publishing manager for Palworld developer Pocketpair. Following his talk at the conference, 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' Buckley shared candid details about Palworld's challenges, including accusations of using generative AI (which Pocketpair has debunked) and claims of stealing Pokémon models for its Pals (retracted by the original accuser). He also touched on Nintendo's patent infringement lawsuit against the studio, describing it as a "shock" that was unforeseen.

Given the depth of Buckley's insights on Pocketpair's community struggles and triumphs, we've decided to publish the full extended interview. For those looking for shorter, focused reads, you can find Buckley's comments on the potential of Palworld coming to the Nintendo Switch 2, the studio's reaction to being called "Pokémon with guns," and the possibility of Pocketpair being acquired at the provided links.

This interview has been lightly edited for clarity:

IGN: I'm going to start with the annoying question you can't fully answer. You briefly mentioned the lawsuit in your GDC talk. Has it impacted Pocketpair's ability to update and move forward with the game?

John Buckley: No, it hasn't made it harder to update the game or move forward. It's more of a constant presence that affects morale rather than development. Lawyers are involved, but it's mostly the top executives dealing with it. It's just something that weighs on everyone.

IGN: In your talk, you humorously referenced the 'Pokémon with guns' moniker. Why didn't you seem to like it?

Buckley: Many think we set out with that goal, but that wasn't the case. Our vision was more akin to ARK: Survival Evolved, with more automation and unique creature personalities. The 'Pokémon with guns' label came after our first trailer, and while we weren't thrilled about it, it's become a part of the conversation.

IGN: You mentioned not understanding why Palworld took off so dramatically. Was the 'Pokémon with guns' label a significant factor?

Buckley: Absolutely, it played a big role. However, we're more concerned with those who believe that's all the game is without playing it. We'd rather people give it a chance first.

IGN: How would you describe Palworld if you could choose your own moniker?

Buckley: I'd say it's like "ARK if ARK met Factorio and Happy Tree Friends." It's a unique blend that doesn't quite roll off the tongue as easily as 'Pokémon with guns.'

IGN: You also addressed criticisms about the game being AI-generated. How did this impact the team internally?

Buckley: It was a huge blow, especially for our artists, particularly the Pal concept artists. It's hard to counter these claims, especially when our team prefers to stay out of the public eye. We released an art book to combat these rumors, but the impact wasn't as significant as we hoped.

IGN: The industry is grappling with generative AI. How do you respond to accusations that your game uses it?

Buckley: These accusations often stem from misinterpretations of our CEO's comments and our previous game, AI: Art Imposter. It's frustrating because it's not reflective of our stance or practices.

IGN: What's your take on the state of online gaming communities, given the harassment you've faced?

Buckley: Social media is crucial for us, especially in our primary markets in Asia. While online communities can be intense, we understand the emotional reactions. However, the death threats we've received are extreme and illogical. We're as invested in the game as our players, and we're always working to fix issues.

IGN: Do you feel social media is trending worse lately?

Buckley: There's a growing trend of people saying the opposite for reactions. Luckily, Palworld has largely avoided political and social controversies, focusing more on gameplay feedback.

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

Buckley: It's puzzling. In Japan, opinions about us are split. We target overseas markets with a Japanese flair, which some domestic gamers don't appreciate. The heat from the West might have been because we were an easy target at the time.

Palworld Screens

17 Images

IGN: Palworld's success seems to have been unexpected. How has it changed Pocketpair's operations and future plans?

Buckley: It has influenced our future plans but not our studio's culture. We're hiring more developers and artists to speed up development, but we're keeping the company culture intact. Our CEO prefers to keep the team small, around 70 people.

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

Buckley: Absolutely, Palworld isn't going anywhere. It's becoming both a game and an IP, with different trajectories. We're also working on other projects like Craftopia.

IGN: There's a misunderstanding about your partnership with Sony. Can you clarify?

Buckley: We're not owned by Sony. That's a common misconception. Our CEO would never allow an acquisition. We're involved with Palworld as an IP, but Aniplex and Sony Music are steering that ship.

IGN: How do you view competition with Pokémon, especially given the timing of your release after Pokémon Scarlet and Violet?

Buckley: We don't see Pokémon as a direct competitor. The systems and audiences are different. We focus more on other survival games like Nightingale and Enshrouded. Competition in gaming is often manufactured; it's more about timing than direct competition.

IGN: Would you ever release Palworld on the Switch?

Buckley: If we could make it work on the Switch, we would, but it's a beefy game. As for the Switch 2, we're waiting to see the specs. We've optimized for Steam Deck, so we're open to more handheld options if possible.

IGN: What's your main message for those who misunderstand Palworld without playing it?

Buckley: I think many people misunderstand what the game is based on news and drama. My advice is to play it. We're considering a demo to give people a chance to experience it firsthand. We're not as 'seedy and scummy' as some think. Our low public presence was to protect our developers, but it may have contributed to misconceptions.

IGN: Last year was a crazy year for games. How do you reflect on it?

Buckley: It was an unprecedented year with games like Palworld, Helldivers 2, and Black Myth: Wukong achieving extraordinary success. Emotions were high, and people got swept up in the excitement.