“I think we’ve found it quite challenging to clearly define our game,” shared Oli Clarke Smith, the director at Promise Mascot Agency, during our conversation.
“We’ve been describing it as an open-world mascot management crime drama, which made total sense to us. But we realized it might not communicate exactly what the game is. It’s actually a full open-world RPG mixed with management and creature collector elements. Once players get their hands on it, they really understand and connect with it.” Fortunately, as the team at Kaizen Game Works, known for Paradise Killer, continues to unveil more about their upcoming 2025 release, the early feedback on their quirky ensemble has been overwhelmingly positive.
The game revolves around this group of eccentric characters—living burial mounds, cats fighting against adult video pixelation, and charming figures like Mottsun, whom many have already dubbed as iconic. These are the mascots players will manage in Promise Mascot Agency. Their designs were a collaborative effort between Kaizen’s small British team—comprising Clarke Smith, Phil Crabtree (technical director), and Rachel Noy (art director)—and the Japanese duo of famed former Tango Gameworks artist Ikumi Nakamura and Mai Mattori.
“We approached Nakamura with just a rough concept because we had just finished our previous game,” Clarke Smith explained. “We wanted to collaborate with someone from Japan since the game is set there. The mascots she and Mattori designed had cultural nuances we wouldn’t have created on our own.”
While ensuring their games maintain a distinctive Kaizen feel, the developers embrace external contributions. “We present a rough idea and encourage collaborators to infuse their unique perspectives,” Clarke Smith mentioned, referencing how Nakamura shared personal experiences like visiting a bar in Kyushu, shaping the game’s setting and adding depth to the fictional town of Kaso-Machi.
Art director Noy noted, “You can experience a bit of that outsider feeling she described, even in certain UK towns.” They also drew inspiration from shows like Twin Peaks, which influenced their desire to involve Swery in the project.
There were, of course, some adjustments to match the game’s framework. Clarke Smith mentioned that while some original mascot designs had to be modified to ensure consistent animation across the characters, most of Nakamura and Mattori’s work was incorporated into the game. The open-world RPG posed different challenges compared to their previous mystery-themed Paradise Killer. “It required a shift in mindset and approach for our team,” Clarke Smith stated. “Creating a management game came with its own challenges, but we were better equipped this time around.”
Crabtree pointed out that some systems carried over from Paradise Killer, which simplified the process. Early in development, Promise Mascot Agency featured intricate management elements like a full calendar system for organizing assignments. “These complex systems didn’t quite align with the game’s relaxed vibe,” Crabtree explained. “So we integrated more simplified mechanics that still offer depth but aren’t overwhelming.”
Managing your mascots involves sending them on tasks where they might encounter unexpected obstacles like mischievous animals or oversized doors. Inspired by viral mascot fails, the team selected scenarios that were feasible to script and offered clear responses for players to navigate.
The initial concept of a mascot management sim gradually evolved into a larger, more ambitious project. Clarke Smith recalled, “We wanted something more substantial; a small-scale simulation may not have been sustainable for the company.” Some proposed features, like loan systems or racetrack challenges with Michi and Pinky, were eventually shelved as they didn’t align with the game’s evolving vision.
Despite not pursuing those specific ideas, the team remains open to integrating similar content in potential expansions.
Before venturing into additional content, however, the team is concentrating on ensuring Promise Mascot Agency resonates with audiences upon its release. “What we’ve accomplished as a small team is remarkable,” Crabtree shared, reflecting on countless playthroughs of the game’s early hours. “I still discover delightful moments I’d forgotten, which is a good sign.”
Noy expressed her attachment to the characters, remarking, “I’ve grown fond of them and believe others will too.” The team is hopeful, yet aware of the risk, knowing their unique vision needs to resonate with players familiar with the lore and style established in Paradise Killer.
“We’ve crafted the game we intended to make,” Clarke Smith affirmed. “Fans appreciated the narrative and characters in Paradise Killer, and we’ve built upon those strengths for this game. We’re confident that if you liked our first game, you’ll really enjoy this one.”
