CD Projekt Red Doubles Down on Responsible Marketing for Future Games
Following the turbulent launch of Cyberpunk 2077, CD Projekt Red is taking a more measured approach to marketing its upcoming titles, recognizing the need for transparency and careful timeline management.
The studio confessed the lengthy two-year marketing blitz for Cyberpunk 2077 had unintended consequences, ultimately leading to inflated expectations and a strained development cycle. According to CD Projekt CEO Michał Nowakowski, the initial plan was for a year-long campaign. While no one intended for the promotion to span two years, the reality of the situation defied their early projections.
Moving forward, CD Projekt Red wants to avoid repeating those mistakes.
The studio is committed to announcing release dates only when they are absolutely certain of meeting them. This principle has already been successfully applied to the Phantom Liberty DLC for Cyberpunk 2077, which launched with a six-month campaign. The shorter timeframe proved beneficial, contributing to a smoother release.
“We want to drop crumbs here and there so that people and the media can pick them up and try to understand what we’re trying to say this time,” Nowakowski revealed.
This cautious approach ensures they don’t overhype projects and avoid potentially damaging delays. For their highly anticipated new The Witcher game, currently codenamed ‘Project Polaris’, CD Projekt Red will prioritize a more gradual reveal, revealing information strategically to keep fans engaged without building overwhelming anticipation.
While a full-fledged Witcher game will undoubtedly have a longer campaign than the Phantom Liberty DLC, the studio reemphasized their grip on realistic timelines and avoiding overloading players with information prematurely. This method promises more manageable development cycles and ultimately, a better final product for fans.
The days of firework-laden reveals followed by prolonged stretches of radio silence are over. CD Projekt Red is embracing a new era of mindful marketing, prioritizing transparency and steady progress updates instead. Fans may need to temper their expectations for immediate deluge of information, but the carefully unwrapped journey promises to be well worth the wait.
How will CD Projekt Red’s focus on transparency impact the level of hype surrounding its upcoming games?
## Interview: CD Projekt Red Promises a New Era of Marketing
**Host:** Welcome back to the show. We’re here talking about the future of CD Projekt Red, the studio behind the highly anticipated Cyberpunk 2077, and its controversial launch. Joining us today is [Guest Name], a gaming industry analyst, to discuss the studio’s recent commitment to more responsible marketing strategies for its upcoming projects.
**[Guest Name]:** Thanks for having me.
**Host:** So, CD Projekt Red has announced a shift in their marketing approach, focusing on transparency and avoiding the pitfalls of their Cyberpunk 2077 campaign. What does this mean for gamers?
**[Guest Name]:** It means hopefully a more realistic and honest picture of upcoming games. Remember the hype surrounding Cyberpunk 2077?
Two years of non-stop marketing built immense expectations that, tragically, the game couldn’t live up to upon release, particularly due to technical issues and features not delivering as advertised. [1]
**Host:** That’s certainly true. CD Projekt Red itself has admitted to the strain their long marketing campaign placed on the development cycle.
**[Guest Name]:** Exactly. By scaling back on the marketing blitz and promising more measured communication about development progress, they’re aiming to manage expectations better. This could lead to a less stressful experience for both the developers and the players.
**Host:** Does this mean less pre-release hype and excitement?
**[Guest Name]:** Not necessarily. It’s about building genuine anticipation based on concrete information rather than relying on over-the-top marketing ploys. Transparency about features, gameplay mechanics, and potential delays can actually build stronger trust with the community in the long run.
**Host:** So, a shift towards a more open and communicative approach?
**[Guest Name]:** Precisely. The goal is to build a sustainable model where the excitement for a game comes from genuine progress and understanding rather than manufactured hype.
**Host:** It will be interesting to see how this plays out in the future. [Guest Name], thank you for joining us and sharing your insights.
**[Guest Name]:** My pleasure.
