Palworld's Communications Director Addresses AI Controversy and Misconceptions

At the Game Developers Conference (GDC) last month, we had an in-depth discussion with John "Bucky" Buckley, the communications director and publishing manager for Palworld developer Pocketpair. This conversation followed Buckley's talk at the conference titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop,' where he candidly discussed various challenges faced by Palworld, including accusations of using generative AI and copying Pokémon models, which have since been debunked. Buckley also touched on the unexpected patent infringement lawsuit from Nintendo, describing it as a "shock" to the studio.

Given the depth of Buckley's insights into Pocketpair's community struggles and successes, we've decided to share the full extended interview here. For those interested in shorter summaries, you can find links to Buckley's comments on potential Palworld releases for the Nintendo Switch 2, the studio's reaction to being labeled "Pokémon with guns," and the possibility of Pocketpair being acquired.

IGN: I'm going to start with the lawsuit you mentioned 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. It hasn't affected development directly, but it's something that weighs on everyone's mind. Of course, it involves hiring lawyers, but that's handled by the top executives, not the rest of us.

IGN: You mentioned the 'Pokémon with guns' label in your talk. Why did you seem to dislike it?

Buckley: Many believe that was our initial goal, but it wasn't. Our aim was to create a game similar to ARK: Survival Evolved, with more automation and unique creature personalities. We're big fans of ARK, and our previous game, Craftopia, drew inspiration from it. The 'Pokémon with guns' label emerged after our first trailer, and while it wasn't our preference, it's what stuck.

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

Buckley: Absolutely, it was a significant factor. It fueled a lot of attention, but it's frustrating when people believe that's all the game is. We'd prefer if people gave it a chance before forming an opinion.

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 also discussed the criticism that Palworld used AI-generated art. How did that impact the team internally?

Buckley: It was a massive blow, especially for our artists, particularly our Pal concept artists. The accusations are baseless, but they're very hard to counter. We released an art book to address this, but it didn't have the impact we hoped for. Our artists, many of whom are female and prefer to stay out of the public eye, are deeply affected by these claims.

IGN: The industry is grappling with generative AI. How do you respond to accusations that your art is AI-generated?

Buckley: The accusations are often based on a misinterpretation of comments our CEO made years ago and a party game we developed called AI: Art Imposter. It was meant to be ironic, but it was taken as an endorsement of AI art. It's frustrating, but it's the reality we face.

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

Buckley: Social media is crucial for us, especially in our primary markets like Japan and China. However, online gaming communities can be intense. We understand the frustration when bugs occur, but the death threats we receive are illogical and deeply upsetting. We're just as invested in the game as our players, if not more so.

IGN: Do you feel social media is getting worse?

Buckley: There's a trend of people saying the opposite just to get a reaction. Luckily, Palworld has mostly avoided political and social controversies, focusing more on gameplay issues.

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

Buckley: We're a divisive company in Japan, but the heat from the West was unexpected. Maybe it was just easy pickings at the time. The death threats were predominantly in English.

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

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

IGN: You mentioned not expanding the community team. Did the studio grow in other areas?

Buckley: Yes, our server team has grown, and we're constantly hiring more developers and artists. The success was surreal, and it's still hard to grasp.

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

Buckley: Palworld is definitely here to stay, though in what form, we're not sure. We're also working on other projects like Craftopia and supporting our team's individual ideas. Palworld has split into the game and the IP, with the IP being managed by Aniplex and Sony Music.

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

Buckley: We're not owned by Sony. That's a common misconception. Our CEO would never allow the studio to be acquired; he values independence.

IGN: Do you see Pokémon as a competitor?

Buckley: Not really. The audiences and systems are different. We released alongside other survival games like Nightingale and Enshrouded, and we see them as more direct competitors. Competition in games is often manufactured for marketing.

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 beefy game. We're waiting to see the specs of the Switch 2. We've optimized for the Steam Deck, so we're open to more handheld releases if possible.

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

Buckley: I think many people who only know Palworld from the drama would be surprised if they played it for an hour. We're not as 'seedy and scummy' as some believe. We're a nice little company that's done well, and we hope to continue doing so.