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's developer, Pocketpair. Our conversation followed his insightful talk at the conference titled 'Community Management Summit: A Palworld Roller Coaster: Surviving the Drop.' During his presentation, Buckley candidly discussed various challenges Palworld faced, including accusations of using generative AI (which Pocketpair has debunked) and claims of stealing Pokémon models for their Pals (a claim later retracted by the accuser). He also briefly touched on Nintendo's patent infringement lawsuit against the studio, which he described as a "shock" that "no one even considered."

While we've covered some highlights of our discussion in shorter articles, the depth of Buckley's insights into Pocketpair's community struggles and successes warranted a full extended interview, which we're publishing here. For those interested in a more concise read, you can find Buckley's thoughts on potential Palworld releases for the Nintendo Switch 2, reactions to the "Pokémon with guns" label, and the studio's stance on acquisition at the following links.

This interview has been lightly edited for clarity:

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

John Buckley: No, it hasn't made it harder to update the game or move forward. It's more of a constant weight on our minds, affecting company morale more than anything. Of course, we've had to hire lawyers, but that's handled at the top level, and it hasn't directly impacted our development process.

IGN: You seemed to dislike the 'Pokémon with guns' moniker in your talk. Why is that?

Buckley: Many think that was our goal from the start, but it wasn't. We wanted to create something akin to ARK: Survival Evolved, but with more automation and personality in the creatures. The 'Pokémon with guns' label came after our first trailer, and while it wasn't our favorite, it's what stuck.

IGN: You mentioned in your talk that you couldn't explain Palworld's sudden popularity. Was the 'Pokémon with guns' label a significant factor?

Buckley: It certainly played a part. But what frustrates us is when people assume that's what the game is without trying it. We'd prefer if everyone gave it a chance first.

IGN: How would you describe Palworld if you could choose its moniker?

Buckley: Perhaps "Palworld: It's kind of like ARK if ARK met Factorio and Happy Tree Friends." It doesn't roll off the tongue as well, but it's more accurate.

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

Buckley: It had a massive impact, especially on our artists. It's upsetting, particularly for our Pal concept artists, many of whom are female and prefer to stay out of the public eye. We released an art book to counter these claims, but it hasn't fully resolved the issue.

IGN: The gaming industry is discussing generative AI. How do you feel about the accusations against Palworld?

Buckley: A lot of the arguments are hollow and stem from misinterpretations of comments made by our CEO years ago and a party game we developed, AI: Art Imposter. It was meant to be ironic, but it was taken as an endorsement of AI.

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

Buckley: Social media is crucial for us, especially in our primary Asian markets. However, online communities can be intense, and while we can handle some heat, death threats are another matter. They're illogical and hurtful, especially given our dedication to the game.

IGN: Do you feel social media has gotten worse?

Buckley: There's a trend of people saying the opposite for reaction, and it's getting more clicks. Luckily, Palworld has largely avoided political and social controversies, focusing more on gameplay issues.

IGN: You mentioned the heat primarily came from the Western audience. Why do you think that is?

Buckley: It's hard to say. We're divisive in Japan as well, but the overseas market often reacts more strongly. Perhaps we were easy targets at the time, but it's manageable now.

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

Buckley: It's changed our future plans but not the studio's culture. We're hiring more developers and artists to speed up development, but we want to remain small and focused.

IGN: Will you support Palworld long-term?

Buckley: Absolutely, Palworld is here to stay. We're exploring new directions for both the game and the IP, while also continuing to work on other projects like Craftopia.

IGN: Is there a chance of being acquired?

Buckley: Our CEO would never allow it. He values independence and doing things his own way.

IGN: Do you see competition with Pokémon, given the comparisons?

Buckley: We don't see much crossover in audiences or systems. We focus more on other survival games like Nightingale and Enshrouded. Competition in gaming feels manufactured, and we're more in competition with timing than other games.

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

Buckley: If we could make it work on the Switch, we would. We're waiting to see the specs of the Switch 2 before making any decisions, but we're optimistic about handheld releases.

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

Buckley: I think a lot of people misunderstand what the game is based on news and drama. My advice is to play it. We're considering a demo to let people experience it firsthand. We're not as 'seedy and scummy' as some might think, but our efforts to protect our team have made us seem inaccessible.

Last year was an extraordinary year for gaming, with many successful titles like Palworld, Helldivers 2, and Black Myth: Wukong. It was a time of high emotions and unexpected successes.