The Journey of Cyberpunk 2077: Lessons Learned and Future Projects
After an extensive eight-year journey, Cyberpunk 2077 finally launched in December 2020. This highly anticipated title was marred by a series of delays, significantly altering the initial release strategy promoted by Keanu Reeves during his memorable appearance at E3 2019. In light of these challenges, developer CD Projekt is taking proactive measures to ensure a smoother process for future releases.
Marketing Missteps and Strategies for Improvement
In a recent interview with Eurogamer, Michał Nowakowski, joint CEO of CD Projekt, revealed that the original plan was to launch the game about a year after the marketing campaign kicked off, coinciding with Reeves’ memorable stage reveal.
“When we began the marketing campaign, our intention was a much shorter promotional period,”he stated. “A one-year campaign would suffice for a game of this magnitude.” However, unforeseen circumstances led to a much longer buildup, complicating the game’s eventual release.
Future Developments: A New Witcher Trilogy
Looking ahead, CD Projekt is shifting its focus to an exciting new Witcher trilogy. The first installment, known by its codename Polaris, is currently in full production, though the studio has indicated that a release date is not forthcoming at this time. The company is dedicated to improving its approach, drawing from past experiences, especially the Cyberpunk saga.
“From our lessons with Cyberpunk, we’ve adopted several best practices,”Nowakowski continued. “One critical takeaway is to declare a release date only when we are fully confident in it.” This strategic shift aims to mitigate the pitfalls experienced during the Cyberpunk 2077 launch.
Successful Campaigns and Gradual Hype Building
One significant improvement noted by Nowakowski was the successful promotional strategy employed for Phantom Liberty, the expansion for Cyberpunk 2077. Its six-month marketing effort yielded positive results, leading to a decision to opt for a “longer but not two-year”promotional timeline for full-fledged games. The approach will include an early rollout of reveals and teasers to gradually build anticipation.
“When I ask someone about The Witcher 4, the typical response is limited,” he remarked, highlighting the need to engage audiences early through meticulous hype management. The goal is to slowly drop intriguing hints that keep both players and the media guessing.
Impressive Sales and Beyond
Despite its rocky start, Cyberpunk 2077 has achieved remarkable sales figures, surpassing 30 million copies within just four years of launch. In addition to the new Witcher titles, CD Projekt is also actively developing a sequel set in the cyberpunk universe, promising to further enrich their portfolio.
By refining their development and marketing strategies, CD Projekt aims to restore investor and fan confidence ahead of their future releases.
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