It's no secret - Cyberpunk 2077's launch was a disaster. Expectations were high after years of build up, and the final result failed to meet the weighty expectations of fans, as promised by CD Projekt Red. This has prompted the company to look back at its marketing campaigns and reassess how it will go forward with them.
The answer? In a recent strategy update, CD Projekt’s senior vice president of business development, Michał Nowakowski, said the studio will deliver "much shorter" marketing campaigns, revealing the game and footage closer to its actual release. Cyberpunk 2077's was shown for years in trailers, going all the way back to 2013.
"Going forward, our campaigns will be much shorter. We’ll wait until much closer to a game’s launch before we start showing things like trailers, demos, or going in-depth about mechanics, etc."
"And when campaigns do start, we aim to properly manage expectations across all platforms. This means focusing on communication of polished game footage, not concepts. We’ll also showcase footage of our games on all platforms they will be released on."
Small teasers will still come for future titles in advance, if the game warrants it, but it seems they'll be more carefully planned going forward. Cyberpunk 2077's horrendous reception even prompted Sony to remove the game from the PlayStation Store, which CD Projekt said in a recent conference call, it "believe[s] may also influence purchasing decisions of not only those playing on PlayStation but also on other platforms".
The multiplayer component of Cyberpunk 2077 that CD Projekt Red had been planning is also being reconsidered. It's unclear whether it's been cancelled completely, but it's not sounding promising. Only time will tell.
Do you agree with CD Projekt's new stance on marketing? Let us know in the comments below.