Palworld Communications Director Speaks on Generative AI Controversy, Online Struggles, and Why Palworld Is Misunderstood

At the recent Game Developers Conference (GDC), we had an insightful conversation with John "Bucky" Buckley, the communications director and publishing manager for Pocketpair, the developer behind the hit game Palworld. Following his engaging talk titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' Buckley shared candid insights into the challenges Palworld faced, including accusations of using generative AI and copying Pokemon models, which Pocketpair has debunked and had retracted, respectively. He also touched on Nintendo's unexpected patent infringement lawsuit against the studio.

Given the depth of Buckley's insights, we've decided to publish the full extended interview here. For those interested in more concise summaries, you can find links to stories on Buckley's thoughts about Palworld potentially coming to the Nintendo Switch 2, the studio's reaction to 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 briefly mentioned in your GDC talk. Has it impacted Pocketpair's ability to update and move forward with Palworld?

John Buckley: The lawsuit hasn't made it harder to update the game or move forward. It's more of a constant presence that affects the company's morale. While it hasn't affected the game's development directly, it has necessitated legal involvement, but that's primarily handled by our top executives. It's more about the emotional toll it takes on everyone.

IGN: You seemed to have a strong reaction to the 'Pokemon with guns' label. Can you elaborate on why?

Buckley: The 'Pokemon with guns' label wasn't our goal from the start. Our inspiration was more along the lines of ARK: Survival Evolved, but with added automation and unique creature personalities. We wanted to expand on the elements we loved from ARK and our previous game, Craftopia. When the 'Pokemon with guns' moniker emerged after our first trailer, it wasn't something we were thrilled about, but it stuck. We just wish people would give the game a fair chance before labeling it.

IGN: You mentioned in your talk that you couldn't explain why Palworld took off the way it did. Do you think the 'Pokemon with guns' label played a significant role?

Buckley: Absolutely, that label was a big factor. It definitely fueled the initial interest. However, it's frustrating when people assume that's what the game is without playing it. We'd prefer if people experienced the game first before forming opinions.

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

Buckley: I might have called it, "Palworld: It's kind of like ARK if ARK met Factorio and Happy Tree Friends." It's a bit of a mouthful, but it better captures the essence of what we were going for.

IGN: You also addressed the criticism that Palworld was AI-generated. How did that impact the team internally?

Buckley: It was incredibly upsetting, especially for our artists. The accusations are baseless, yet they persist online. Our artists, particularly our Pal concept artists, have been with us from the start and find these claims deeply hurtful. We've tried to counter them with an art book, but it's challenging when our team prefers to stay out of the public eye, especially given the online harassment.

IGN: There's a broader industry conversation about generative AI. Do you think people are good at spotting AI-generated content?

Buckley: Many arguments against us are hollow, often based on misinterpretations of our CEO's comments and our past game, AI: Art Imposter. People assume our interest in AI means we're using it extensively, which isn't the case. It's frustrating, but we continue to focus on our work and our community.

IGN: What's your take on the state of online gaming communities?

Buckley: Social media is crucial for us, especially in Asian markets where it's highly integrated into daily life. However, online gaming communities can be intense. While we can handle some criticism and emotional outbursts, death threats are another matter. We're constantly working to improve the game, and it's disheartening when that effort isn't recognized.

IGN: Do you feel social media has gotten worse lately?

Buckley: There's a trend where people take contrarian stances just to get reactions. Fortunately, Palworld has largely avoided getting caught up in political or social controversies, focusing more on game-related feedback.

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

Buckley: We're not sure. In Japan, opinions about us are split, but overseas, we faced more criticism. Maybe it was because we targeted international markets first with a Japanese flair, which some found divisive. The intensity has since decreased, but it was notable at the time.

Palworld Screens

17 Images

IGN: Palworld was extremely successful. Has this success changed anything at the studio?

Buckley: It has changed our future plans, but the studio's core culture remains unchanged. We've expanded our server team and are constantly hiring more developers and artists to speed up development. However, we want to keep the company size manageable, aiming to stay under 100 people.

IGN: You anticipated Palworld would be successful, but not to this extent. How did that feel?

Buckley: Reaching a million sales is a huge milestone for any indie game. When you hit ten million, it becomes surreal. The numbers are overwhelming, and it changes how you think about future projects.

IGN: Do you see Palworld as something Pocketpair will support long-term?

Buckley: Absolutely. Palworld isn't going anywhere. We're exploring different trajectories for the game and the IP, while also working on other projects like Craftopia. We want to balance supporting Palworld with new endeavors.

IGN: There was some confusion about a partnership. Can you clarify?

Buckley: There's a misconception that we're owned by Sony, which isn't true. We're involved with Aniplex and Sony Music regarding 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 independence and doing things his way. An acquisition is highly unlikely in my lifetime.

IGN: Do you see Pokemon as a competitor, especially with their constant releases?

Buckley: We don't see Pokemon as a direct competitor. The audiences and systems are quite different. We focus more on games like Nightingale and Enshrouded, which are closer to our genre. Competition in gaming is often manufactured, and we're more concerned with timing our releases effectively.

IGN: Would you consider releasing Palworld on the Switch?

Buckley: If we could make it work on the Switch, we would, but it's a demanding game. We're waiting to see the specs for the Switch 2. Our successful optimization for the Steam Deck gives us hope for more handheld releases if the hardware supports it.

IGN: You feel Palworld is misunderstood by those who haven't played it. What's your message to them?

Buckley: Many people misunderstand Palworld based on news and drama. I encourage them to play it. We're considering a demo to give people a taste of the game. It's not what many assume it to be, and we're not the scummy company some portray us as. We're a dedicated team trying to create something special.

The internet often reduces complex games to simple memes, like 'Pokemon with guns.' Despite this, we're proud of our work and hope to continue making successful games. Last year was exceptional for the gaming industry, and we're grateful to be a part of it.