Inside the Tensions Between Nintendo of America and The Pokémon Company's US Team: Former NOA Staffers Share Insights

In the world of video game publishing, even industry giants like Nintendo of America (NOA) and The Pokémon Company (TPC) encounter internal challenges that can shape major events and public perception.

This dynamic was explored in detail by former NOA staffers Kit Ellis and Krysta Yang during a recent episode of the Kit & Krysta Podcast.

The pair offered a rare glimpse behind the scenes at the sometimes tense relationship between Nintendo of America and the United States arm of The Pokémon Company, particularly during the preparations for the inaugural Pokémon Day in 2016. Launching on February 27th, 2016, the first Pokémon Day marked the 20th anniversary of the Pokémon franchise, serving as a milestone celebration for fans around the globe.

According to Ellis and Yang, the event’s execution revealed underlying frictions between the two influential companies responsible for Pokémon’s Western presence. Reflecting on their experiences, the former Nintendo employees described a “competitive energy” and occasional “tug of war for control” between NOA and TPC’s American team regarding brand messaging and strategic decisions.

"Different branches had different ways of collaborating," the hosts recalled, noting that while interactions with development-focused teams like Game Freak and even the Japanese office of The Pokémon Company were largely positive, the US teams often found themselves at odds.

"There were situations where the two sides had very direct disagreements, sometimes even down to the smallest details," Yang recounted.

These included disagreements over brand representation—such as how the Pokémon name should be pronounced in videos and even the artistic choices surrounding Pokémon-themed ice sculptures for events. One particularly memorable moment involved former Nintendo of America president Reggie Fils-Aimé.

The US branch of The Pokémon Company was reportedly dissatisfied with how Fils-Aimé pronounced a specific Pokémon’s name in an official video.

However, the NOA team refused to re-record, citing the challenges of scheduling, and decided the result was sufficient for the intended campaign.

"It was a situation where the letter of the law met the spirit of the law, and sometimes you just had to make it work and move forward," Ellis explained. These disputes, while at times contentious, often reflected a deeper sense of competition and investment in the stewardship of the Pokémon brand.

Yang mentioned the sense of "sibling rivalry" that sometimes emerged between the companies.

In some cases, she attributed these tensions to personnel transitions, such as former Nintendo employees joining The Pokémon Company after internal restructuring.

"There were definitely moments where you could feel a bit of residual frustration hanging in the air," she observed. Despite occasional setbacks and creative clashes, the strong collaboration between Nintendo of America, The Pokémon Company, and developers like Game Freak has helped sustain Pokémon as one of the most recognized and successful franchises on the Nintendo Switch and throughout the video game industry.

The worldwide success of recent releases, such as Pokémon Legends: Arceus and Pokémon Scarlet and Violet, is a testament to the ongoing commitment and shared vision these teams bring—despite their passionate debates behind the scenes. For more insights into this fascinating slice of Nintendo history, readers can listen to the full Kit & Krysta Podcast episode, where Ellis and Yang recount their experiences ushering in the first Pokémon Day and reflect on the evolution of the franchise’s Western presence.

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