Palworld's Communications Director Addresses AI Controversy and Misconceptions

At the Game Developers Conference (GDC) last month, we had the privilege of sitting down with John "Bucky" Buckley, the communications director and publishing manager for Palworld developer Pocketpair. Following his insightful talk, 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' Buckley candidly discussed several challenges faced by Palworld, including accusations of using generative AI and copying Pokémon models. These claims have since been thoroughly debunked and retracted. Buckley also touched on the unexpected patent infringement lawsuit from Nintendo, which he described as a "shock" to the studio.

Given the depth of Buckley's insights into Pocketpair's community management strategies and the game's journey, we've decided to share the full interview. For those interested in specific topics, shorter pieces on Buckley's thoughts about Palworld's potential Nintendo Switch 2 release, the "Pokemon with guns" label, and the possibility of Pocketpair being acquired are available at the provided links.

This interview has been lightly edited for clarity:

IGN: Let's address the elephant in the room first. You mentioned the lawsuit in your GDC talk. Has it impacted Pocketpair's ability to update and move forward with Palworld?

John Buckley: No, it hasn't made it harder to update the game or to move forward. It's more of a constant weight on our minds, affecting the company's morale rather than the actual development process. Of course, it necessitates legal involvement, but that's managed at the top level and doesn't directly involve the rest of the team.

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

Buckley: We never set out to create 'Pokemon with guns.' Our goal was to build something akin to ARK: Survival Evolved, with more automation and unique creature personalities. That was our pitch. The 'Pokemon with guns' label emerged after our first trailer, and while it caught on, it doesn't accurately reflect our vision or the game's essence.

IGN: You mentioned not understanding why Palworld took off so dramatically. Do you think the 'Pokemon with guns' label played a role?

Buckley: Absolutely, it was a significant factor. However, it's frustrating when people label our game without experiencing it firsthand. We encourage everyone to give Palworld a chance before forming an opinion.

IGN: How would you describe Palworld in your own words?

Buckley: I'd call it 'Palworld: It's kind of like ARK if ARK met Factorio and Happy Tree Friends.' It's a unique blend that doesn't quite roll off the tongue like 'Pokemon with guns,' but it captures our vision better.

IGN: You also discussed the criticism about the game being AI-generated. How did that affect the team?

Buckley: It was hugely impactful, particularly for our artists, especially the Pal concept artists who've been with us from the start. It's been challenging to refute these claims, especially since our team, predominantly female, prefers to stay out of the public eye. We released an art book to counter these accusations, but the impact wasn't as significant as we hoped.

IGN: The industry is grappling with generative AI. How do you think people perceive AI in games?

Buckley: Many arguments against us are based on misunderstandings, often stemming from a Kotaku article and our CEO's comments. Additionally, a party game we developed, AI: Art Imposter, was misinterpreted as an endorsement of generative AI, which it wasn't.

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

Buckley: Social media remains crucial for us, especially in our primary markets in Asia. However, online gaming communities can be intense, with emotions running high. We understand player frustrations, but death threats are unwarranted and illogical. We're just as invested in fixing issues as players are in experiencing the game.

IGN: Do you think social media is getting worse?

Buckley: There's a trend of people opposing popular opinions just for the reaction, which might be encouraged by social media algorithms. Fortunately, Palworld has largely avoided such controversies, focusing more on game-related feedback.

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

Buckley: It's puzzling. In Japan, opinions about us are divided, but the Western audience's reaction was more intense. Perhaps it was easier to target us at that time, but it's simmered down now.

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IGN: Palworld's success seems to have been unexpected. Has it changed how Pocketpair operates?

Buckley: It's changed our future plans, but not our studio culture. We're hiring more developers and artists to speed up development, but our CEO wants to keep the team size manageable.

IGN: Do you anticipate supporting Palworld for the long term?

Buckley: Absolutely, Palworld is here to stay. We're exploring its potential as both a game and an IP, while also continuing to develop other projects like Craftopia.

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

Buckley: We're not owned by Sony. Aniplex and Sony Music are steering the Palworld IP, but we're focused on the game's development.

IGN: Would Pocketpair ever consider being acquired?

Buckley: Highly unlikely. Our CEO values independence and doing things his way.

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

Buckley: We don't see it as direct competition. Our game's systems and audience are different. We focus more on timing and the broader gaming market rather than specific competitors.

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

Buckley: If we could optimize it for the Switch, we would. We're also considering the Switch 2, depending on its specs.

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

Buckley: I encourage everyone to try the game for themselves. A demo could help dispel misconceptions. We're not as 'seedy and scummy' as some might think; we're just a team dedicated to creating fun games.

IGN: Last year was exceptional for gaming. How do you reflect on that?

Buckley: 2024 was a remarkable year with games like Palworld, Helldivers 2, and Black Myth: Wukong achieving unprecedented success. It was a time of high emotions and great achievements in the gaming industry.