Ex Nintendo marketing leads say Pokemon devs "were very shellshocked" and "freaking out" about Pokemon Sword and Shield 'Dexit' controversy: "It wouldn't go away"
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Ashley Bardhan
2025-10-23
The new Pokemon Legends: Z-A has been getting mixed reactions from players (though we gave it a four-star in our Pokemon Legends: Z-A review), which happens sometimes. Some Pokemon Company launches are destined to be spat upon, stomped upon, and burned in a fire, like the 2019 release Pokemon Sword and Shield, which made fans so eye-wateringly angry, it might have permanently scarred its developers.
"They were very shell-shocked," says former Nintendo marketing lead Krysta Yang in a new video that also discusses how polarizing Z-A seems to be. But the so-called "Dexit" – as in, the political turmoil of Brexit, for people livid over Sword and Shield's missing National Dex – is like Z-A's controversy got stung by a bee and became so red, it blocked out the sun.
Nothing truly compares to it. Yang's video co-host and also former Nintendo marketer Kit Ellis remembers that, while working for the developer, "we had actually gone through [...] something similar with Mario Maker 2, which had come out a few months before. There was a big push back from fans around that game."
Pokemon Legends: Z-A may get an even "lower than Arceus" Metacritic score as "people are very resistant to change," predict ex-Nintendo marketing leads: "Some of the things that they're introducing might be a little bit divisive"
Pokemon Legends: Z-A hands-on: With overhauled battles and denser exploration, I'm shocked at how fundamentally fresh this could feel
Pokemon Legends Z-A tests my 25 years of Pokemon experience in all the wrong ways, and I'm begging Game Freak to ease up on the tutorials
They eventually moved on from their frustration. With Dexit, though, Ellis says "it wouldn't go away."
"That's the one that I remember most vividly," he says about the mutiny, "because we were at E3 when it was happening, we were sharing the booth with the Pokemon Company, [Junichi] Masuda was there, The Pokemon Company people were there. They were freaking out like, 'Oh, what do we do?'"
Pokemon Legends: Z-A has an on-screen day night cycle timer and people are beating the game without ever knowing it's there.
brainLag
Oct 23, 06:34 PM
This is right up my alley. you feel me? ✨ &Ugh, so many bugs. I lost it
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