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Game Freak, the primary developer of the Pokémon game series, has officially trademarked a new name in China. Formerly known as “遊戲富利克” (which is close to “Game Freak” in English), the company has changed its name to “遊戲狂想家” (“Game Maniac”) according to a Weibo post by NS News Flash.

The new name is said to sound “less foreign” to Chinese speakers.



To call Game Freak staff “maniacs” may be a step too far, but they’re definitely crazy when it comes to talent; the company has developed all of the mainline Pokémon titles from the original Red and Green versions in 1996, all the way to the recent Sword and Shield.

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Written by Reece Heather

A lifelong Nintendo fan and a longtime editor at Zelda Universe, Reece will forever be grateful that he somehow dodged the Naughty List of Christmas 1998, when Santa delivered the life-changing gift of a Nintendo 64 with Super Mario 64, Banjo-Kazooie, and Mario Kart 64. When he's not playing games, Reece is usually reading Punisher comics, delving helplessly into the weirdest depths of anime and manga, or spending time with his cocker spaniel Gracie -- the goodest girl ever!