Palworld's Communications Director Addresses AI Controversy and Misconceptions

At the Game Developers Conference (GDC) last month, we had an in-depth conversation with John “Bucky” Buckley, the communications director and publishing manager for Palworld developer Pocketpair. Following his talk at the conference titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' Buckley provided candid insights into Palworld’s challenges, including accusations of using generative AI (which Pocketpair has debunked) and claims of copying Pokémon models (retracted by the original accuser). He also touched on Nintendo’s patent infringement lawsuit, describing it as a shock to the studio.

We’ve covered some highlights from our conversation in shorter pieces, but given the depth of Buckley’s insights into Pocketpair’s community management, we are publishing the full interview here. For more concise summaries, you can read about Buckley’s thoughts on Palworld potentially coming to the Nintendo Switch 2, the studio's reaction to being labeled “Pokemon with guns,” and the possibility of Pocketpair being acquired.

IGN: I'm going to start with the question I know 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: 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. We've had to hire lawyers, but that's handled by the top executives. It hasn't directly affected our development process.

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

Buckley: Many believe that was our goal from the start, but it wasn't. Our inspiration was more like ARK: Survival Evolved, with added automation and unique creature personalities. Our previous game, Craftopia, also drew from ARK. The 'Pokemon with guns' label emerged after our first trailer, and while it caught attention, it doesn't accurately represent what Palworld is about.

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

Buckley: It definitely contributed to the buzz. However, it's frustrating when people believe that's all the game is without trying it. We'd prefer if people gave it a chance before labeling it.

IGN: How would you have described Palworld if you could choose the moniker?

Buckley: I might have called it “Palworld: It's kind of like ARK if ARK met Factorio and Happy Tree Friends.” It’s not as catchy, but it’s more accurate.

IGN: You mentioned the criticism about using AI in your talk. How did that impact your team internally?

Buckley: It was a significant blow, especially for our artists. The accusations are baseless and upsetting, particularly for our Pal concept artists. We've tried to counter this by releasing an art book, but it hasn't fully resolved the issue. Our artists, many of whom are female and prefer to stay out of the public eye, are particularly affected by these claims.

IGN: There's a lot of discussion about generative AI in the industry. How do you address the claims against Palworld?

Buckley: The claims often stem from a misinterpreted comment by our CEO about AI and our game AI: Art Imposter, which was meant to be a fun, ironic party game. Unfortunately, it was taken as an endorsement of generative AI, which it wasn't.

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

Buckley: Social media is crucial for us, especially in Asian markets where it's very influential. Online gaming communities can be intense, and while we understand the emotional responses, the death threats we receive are particularly distressing and illogical. We work long hours on the game, and these issues affect us deeply.

IGN: Do you feel social media is getting worse?

Buckley: There's a trend of people taking contrarian stances for attention, which can exacerbate issues. Fortunately, Palworld has mostly avoided political and social controversies, focusing more on gameplay feedback.

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 say. In Japan, opinions about us are divided, and we focus on overseas markets with a Japanese flair. The Western audience might have been more vocal because of the 'Pokemon with guns' narrative.

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IGN: Has Palworld's success changed how Pocketpair operates or plans for the future?

Buckley: It's changed our future plans, but the studio's core operations remain unchanged. We're hiring more developers and artists to speed up development, but our CEO wants to keep the company small, around 70 people.

IGN: Was Palworld's success unexpected?

Buckley: Absolutely. A million sales for an indie game is a huge success, but reaching tens of millions is surreal. It's hard to grasp the scale of the success.

IGN: Do you see Palworld as a long-term project?

Buckley: Palworld is definitely here to stay, though in what form, I'm not sure. We're also working on other projects, including Craftopia, and supporting our developers' individual ideas.

IGN: You mentioned a misunderstood partnership. Can you clarify that?

Buckley: People often think we're owned by Sony, which isn't true. Our partnership is often misinterpreted.

IGN: Would Pocketpair ever consider being acquired?

Buckley: Our CEO would never allow it. He values his independence and doesn't want external control.

IGN: Do you see Pokemon as a competitor?

Buckley: I don't think our audiences overlap much. The systems are completely different. We focus more on other survival games like Nightingale and Enshrouded.

IGN: Would you consider releasing Palworld on the Switch?

Buckley: If we could make it work on the Switch, we would. For the Switch 2, it depends on the specs, which we're still waiting to see.

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

Buckley: I think many people only know Palworld from the drama and not the game itself. I'd encourage them to play it, perhaps through a demo if we can implement one. The game is not what many assume it to be, and we're not the company people think we are.

IGN: What's your take on the gaming industry's recent successes?

Buckley: Last year was extraordinary for games, with titles like Palworld, Helldivers 2, and Black Myth: Wukong achieving unprecedented numbers. It's been a whirlwind, and emotions ran high.