INTERVIEW – Bandai Namco Mobile’s Chanh Ly discusses his Journey, Tamagotchi IP, its Arrival to Mobile and More

Bandai Namco Entertainment has long been a pioneer in the gaming industry, bringing some of the most iconic franchises to life. One such arrival was Tamagotchi Adventure Kingdom, which hit Apple Arcade very recently. In an exclusive interview with GamingonPhone, Chanh Ly, Senior Producer and Publishing Lead at Bandai Namco Mobile, takes us behind the scenes of his journey in the industry as he sheds light on the evolution of the beloved Tamagotchi IP, its adaptation for mobile platforms, and the challenges of modernizing a nostalgic classic for a new generation of players.

Note for readers: This interview has been edited for clarity.

1. We would love to know a brief about your journey.

I began my career in the video game industry in 1994 in France, starting as a self-taught 3D graphic artist. Over the years, I’ve worn many hats, from level designer to lead game designer, and have worked on PC, console, and mobile games.

In 2009, I shifted my focus to mobile gaming as a Producer, recognizing the fantastic potential of smartphones initiated by the iPhone. Since joining Bandai Namco in 2014, I’ve been involved in various titles, eventually transitioning to Bandai Namco Mobile, where we strive to create experiences that resonate with players worldwide.

2. What led Bandai Namco Mobile to bring the Tamagotchi IP to mobile?

Bandai Namco has a rich library of IPs, and Tamagotchi is one of its most beloved. While My Tamagotchi Forever (2018) was a game designed for kids, we always envisioned creating a true adventure game for this IP.

Outside of Japan, many people know Tamagotchi as a nostalgic toy, but the franchise also has a deep lore through its anime. With Tamagotchi Adventure Kingdom, we wanted to bring that lore to life in a fun, mobile-friendly adventure game that combines quests, exploration, and a rich world for players to enjoy.

3. What were the challenges that your team faced in launching Tamagotchi Adventure Kingdom?

One of our biggest challenges was finding the right developer. We wanted a studio that could create a game compelling enough for players to choose it over other popular mobile titles. After over a year of discussions with various companies, we partnered with Alike Studio, a team we had worked with before. Their passion and dedication ensured the game was crafted with care.

Another challenge was working with the Tamagotchi IP itself. While the IP brings inherent value and an established audience, it also comes with expectations and constraints. We had to stay true to the original lore while expanding it, introducing new characters, and creating fresh content. The Bandai team provided invaluable support and feedback, helping us honor the IP’s iconic designs and personalities.

Balancing the game’s appeal for both kids and adults was another hurdle. While My Tamagotchi Forever was primarily aimed at children, we wanted this title to resonate with younger players and tap into the nostalgia of adults. It had to be fun and engaging without feeling overly childish. Striking this balance took significant effort.

Lastly, cozy adventure simulation games, like Animal Crossing, are rare on mobile, and they demand a lot in terms of design and polish. Despite these challenges, we’re proud of what we achieved.

(on choosing the Apple Arcade platform for MTK) We chose Apple Arcade for two key reasons. First, we had prior experience creating games for the platform when it launched in 2019, giving us a strong understanding of its audience and expectations.

Second, Apple Arcade was the perfect fit for this type of game. Its ad-free, tracking-free environment provided a safe and immersive space for both kids and adults. This allowed us to focus purely on delivering a cozy and fun adventure experience without worrying about monetization strategies like in-app purchases or ads. For a game like Tamagotchi Adventure Kingdom, it just made sense.

4. How did your team and the company react when Tamagotchi Adventure Kingdom was nominated for ‘Apple Arcade Game of the Year’ at the GamingonPhone Awards 2024 – and how did it feel to ultimately win the award?

We were incredibly proud and thrilled to receive the ‘Apple Arcade Game of the Year’ at the GamingonPhone Awards 2024 award. Coincidentally, we were also nominated for a Pocket Gamer award around the same time, and their announcement ceremony was held in London that Monday evening.

While enjoying the event with our partners, we received the fantastic news that we had won. It was an unforgettable night, made even more special by sharing the moment with the team and our collaborators. It was a perfect celebration of everyone’s hard work.

5. What mobile gamers can expect from Bandai Namco Mobile in 2025?

We’re continuing to expand Tamagotchi Adventure Kingdom with exciting updates. A major update is on the way, although we can’t reveal the exact timing yet. Players can look forward to new characters, regions, and surprises—like opening up the blocked area guarded by a dragon. There’s plenty in development, but we’re keeping some details under wraps for now.

Beyond Tamagotchi Adventure Kingdom, we’re working on new titles, but those remain confidential for the moment. 2025 is shaping up to be an exciting year for Bandai Namco fans!

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