Palworld's Communications Director Addresses AI Controversy and Misunderstandings

At the Game Developers Conference (GDC) last month, we had the opportunity to sit down for an in-depth discussion with John "Bucky" Buckley, the communications director and publishing manager for Palworld developer Pocketpair. This conversation followed his insightful presentation at the conference titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' where Buckley delved into the challenges Palworld faced, including accusations of using generative AI and copying Pokemon's models—claims that have since been debunked and retracted, respectively. He also touched on the unexpected patent infringement lawsuit from Nintendo, which he described as a "shock" to the studio.

Given the richness of our discussion with Buckley, we've decided to share the full extended interview here, in addition to the shorter stories we've already published on specific topics. For those interested in more focused insights, you can explore links covering Buckley's thoughts on the potential release of Palworld on the Nintendo Switch 2, the studio's reaction to being labeled "Pokemon with guns," and the possibility of Pocketpair being acquired.

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

John Buckley: The lawsuit hasn't hindered our ability to update or progress with the game. It's more of a constant presence that affects our morale. It's something we're always mindful of, but it hasn't affected the actual development process. Of course, it involves hiring lawyers and such, but that's handled at the top level. It's more about the emotional toll it takes on the team.

IGN: In your talk, you seemed to dislike the 'Pokemon with guns' label. Why is that?

Buckley: Many think that label was our initial goal, but it wasn't. Our vision was more aligned with ARK: Survival Evolved, focusing on automation and giving each creature a unique personality. We drew inspiration from ARK and our previous game, Craftopia. When the first trailer dropped, the 'Pokemon with guns' moniker emerged, and while it wasn't ideal, it stuck.

IGN: You mentioned in your talk that you couldn't explain Palworld's sudden popularity. Do you think the 'Pokemon with guns' label played a role?

Buckley: Absolutely, that label was a significant factor. It created a lot of buzz, but it also led to misconceptions. We'd prefer if people tried the game before forming an opinion based solely on that label.

IGN: If you could choose a different moniker for Palworld, what would it be?

Buckley: Perhaps something like, "Palworld: It's like ARK if it met Factorio and Happy Tree Friends." It's not as catchy, but it's more reflective of what the game is about.

IGN: You also addressed the criticism that Palworld used AI-generated art. How did that affect the team internally?

Buckley: It was a massive blow, especially for our artists. The accusations were baseless, yet they persist online. Our artists, particularly our Pal concept artists, were deeply affected. We tried to counter these claims with an art book, but it didn't fully resolve the issue. Many of our artists, especially the female artists in Japan, prefer to stay out of the public eye, which makes it challenging to refute these claims effectively.

IGN: The gaming industry is grappling with the use of generative AI. How do you respond to the accusations against Palworld?

Buckley: The accusations stem from misinterpretations of comments our CEO made years ago and a party game we developed called AI: Art Imposter. These were taken out of context, leading to the false narrative that we endorse generative AI. It's frustrating, but it's the reality we're dealing with.

IGN: What's your view on the state of online gaming communities and the role of social media?

Buckley: Social media is crucial for us, especially in the Asian market where it's deeply integrated into daily life. However, online gaming communities can be intense. We understand the emotional reactions, but the death threats we've received are illogical and deeply upsetting. 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 getting worse?

Buckley: There's a trend of people saying the opposite just to provoke reactions. It's becoming more common, but fortunately, Palworld has largely avoided these kinds of controversies. We mostly receive feedback about game issues.

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

Buckley: It's hard to pinpoint, but we've noticed a divide in Japan as well. We focus on overseas markets with a Japanese flair, which can be divisive. The intense criticism, including death threats, was predominantly in English.

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IGN: Palworld's success was unexpected. Has it changed how Pocketpair operates or your future plans?

Buckley: It's changed our future plans, but not the studio's core operations. We're hiring more developers and artists to speed up development, but our company culture remains the same. Our CEO wants to keep the team small, around 70 people.

IGN: You mentioned that the community team didn't grow. Did other parts of the studio expand?

Buckley: Yes, our server team has grown, and we're continuously hiring more developers and artists. We're focused on speeding up development to meet fan expectations.

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

Buckley: Palworld isn't going anywhere. We're not sure what form it will take, but we're committed to it. We're also working on other projects, like Craftopia, and supporting our team's creative endeavors.

IGN: There was a misunderstanding about a partnership. Can you clarify that?

Buckley: There's a misconception that we're owned by Sony, which isn't true. We're working with Aniplex and Sony Music on the Palworld IP, but we're not owned by them.

IGN: Would Pocketpair ever consider being acquired?

Buckley: Our CEO would never allow it. He values his independence and doesn't want to be told what to do. Maybe in the distant future, but not in my lifetime.

IGN: How do you see Palworld competing with games like Pokemon?

Buckley: We don't see ourselves as direct competitors. Our game systems are different, and our audience doesn't overlap much with Pokemon's. We focus more on games like Nightingale and Enshrouded, which are more similar to Palworld.

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 for the Switch 2. We've had success optimizing for the Steam Deck, so we're open to more handheld releases.

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

Buckley: I think many people have misconceptions based on the drama surrounding the game. I encourage them to try it. We're considering a demo to give people a taste of what Palworld is really about. We're not the shady company some make us out to be; we're just trying to protect our team while making great games.

IGN: The internet often reduces games to memes. How do you feel about that?

Buckley: It's part of the internet culture. Last year was a crazy year for games, with many unexpected successes like Palworld. Emotions were high, and people got swept up in the excitement.