He is the "King" of Team Plasma. He regularly challenges the player character, Hilbert or Hilda, in order to confirm his ideas of justice. He calls Pokémon "friends", but he wants to split humans and Pokémon and divide them to create a black and white world, as he wanted to set Pokémon free from people (who he viewed to be their oppressor), and looks for the power to bring his idea to reality.
He returns in the sequel games to help thwart the schemes of his father, Ghetsis, who has formed his own Team Plasma with the intent of taking over Unova by force.
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