Between promises and reality: CD Projekt's marketing strategy improves after Cyberpunk 2077 promo campaign that didn't correspond to reality
Screenshot of Cyberpunk 2077. Source: CD Projekt Red
We all remember Cyberpunk 2077 at its release. There was so much noise, so many promises from marketers, and as a result, we had to wait 2 years to play the game comfortably, and we will never see some of the promised things. And this has taught an important lesson to CD Projekt Red, which will take a more responsible approach to marketing its next games.
Here's What We Know
CD Projekt CEO Michał Nowakowski said that when the studio officially launched the Cyberpunk 2077 pre-order marketing campaign, which was the moment with Keanu at E3 in June 2019, they planned to launch it about a year later. It just didn't work out. No one originally planned a two-year campaign, and Michal still believes that one year would have been enough time for the game's promotional campaign.
And that's why the studio won't rush to release promotional materials for The Witcher 4, which is being developed under the codename Project Polaris.
CD Projekt has learnt to announce a release date when the studio is really confident about it.
For example, the Phantom Liberty expansion to Cyberbpunk 2077 had only a six-month marketing campaign and it worked better as a result.
A full-fledged game will certainly get a longer campaign, but definitely not a 2-year one.
And before the release date is announced, we will be given just a little bit of information to keep us informed that the development is progressing.
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
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Source: pcgamer
