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How and when did gamefreak determine that players "have no time" for pokemon?

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From the infamous OR/AS interview by masuda:
>Question: We noticed ORAS had a lower difficulty level compared to previous Pokemon games. What bought you to this decision? Any chance that future games will have the possibility to adjust difficulty level as seen in Black and White 2?
>Answer: We created a "balanced" game that was suited for our time and age, where everyone is very busy and young people have various means of entertainment. Using smartphones and other devices they can access a great number of games, so the time they dedicate to a single game is less than in the past. The player can choose to keep on playing after the main story and continue to the post-game, where the difficulty rises and there are much more difficult Trainers and challenges to overcome.

If this is the case, why have the pokemon games not really changed to reflect the supposed "lower attention spans" held by the young generation? What's stopping them from making mainline pokemon titles pay to win freeware? Why are battles still relatively slow-paced?