CD Projekt's Strategic Shift: Learning from Cyberpunk 2077 for The Witcher 4 Marketing

A New Approach to Marketing

CD Projekt is taking a cautious approach to marketing following the challenges faced with Cyberpunk 2077. The studio is focused on avoiding past mistakes as it develops its next title, Project Polaris, the upcoming Witcher 4.

(Image credit: CD Projekt)

Smarter Campaigns Ahead

Joint CEO Michał Nowakowski emphasized the importance of being strategic in future marketing campaigns. He reflected on the E3 2019 launch moment, stating that the plan was to start the marketing campaign about a year before the release, which proved to be insufficient. Nowakowski believes that a one-year promotional campaign might still be adequate for the new game, but they have learned to announce release dates only when they are certain.

Learning from Expansion Success

The recent expansion of Cyberpunk 2077, titled Phantom Liberty, was a learning experience, allowing for a six-month marketing period. Nowakowski stated they aim for a slightly longer campaign for new titles but clarified it would not extend to two years.

Gradual Marketing Approach

While CD Projekt will not remain silent on Witcher 4, they plan to avoid overwhelming fans with trailers and promotional content as seen previously. Instead, they will adopt a subtle marketing strategy, dropping hints and teasers gradually instead of a full-scale launch campaign. Nowakowski described this as a way to let the audience and media piece together what they are planning.

Expect a light dusting of promotion leading up to the release date announcement, as CD Projekt aims to keep fans engaged without the intensity of a mass attack of marketing.