Cyberpunk 2077 Developer Says They’ll Start Marketing Closer To Launch For Future Projects

No more generation's long marketing campaign.

Posted By | On 30th, Mar. 2021

Cyberpunk 2077_15

Last year saw the release of Cyberpunk 2077. The game was maybe one of the most hyped releases we’ve ever seen, and the launch itself became instantly infamous for its technical state, of which developer CD Projekt RED is in the process of trying to fix with various updates. Part of the anticipation of the title was that it was marketed and hyped basically for the entire console generation. It seems the developer is not looking to do a repeat on that one, however.

In a new video from CDPR called Strategy Update, SVP of Business Development Michał Nowakowski outlined their new philosophy going forward, especially after the launch of 2077 and all the issues around it. If you don’t recall, Cyberpunk 2077 was actually announced before the PS4 and Xbox One launched, and while the full marketing machine didn’t start until about 2 or so years ago, the game was marketed to some degree throughout that console generation before finally releasing at its tail end. According to Nowakowski, the plan now is to stay away from such extended marketing practices, and start marketing much closer to launch. He doesn’t get into specifics about what that means, even saying they could still release small teasers far from a game’s release, but they will be doing so much carefully than in the past.

“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.”

Cyberpunk 2077 is available now, and while there has been no official announcement about their next game (most likely, it’ll be the next Witcher title), with this in mind, I wouldn’t expect it to be revealed for a good while.


Amazing Articles You Might Want To Check Out!



Share Your Thoughts Below  (Always follow our comments policy!)



Keep On Reading!

Naraka: Bladepoint Gets 3-Player Campaign Mode in Latest Update, New Map Coming August 19

Naraka: Bladepoint Gets 3-Player Campaign Mode in Latest Update, New Map Coming August 19

Naraka: Bladepoint has gotten a major free update, adding a 3-player campaign to the game. The studio has also...

Everspace 2 Gets Drake: Gang Wars Update With Fire and Ice Environments, New Factions, and a New Side Quest

Everspace 2 Gets Drake: Gang Wars Update With Fire and Ice Environments, New Factions, and a New Side Quest

The latest free update brings gang wars to Everspace 2, along with a new star system, new factions, and a whol...

Persona 4 Arena Ultimax Gets Rollback Netcode in New Opt-In Beta

Persona 4 Arena Ultimax Gets Rollback Netcode in New Opt-In Beta

A new beta released for Persona 4 Arena Ultimax now adds the much-requested rollback netcode feature that the ...

Pac-Man World Re-PAC’s New Trailer Shows Off Graphical Differences Between the Remake and the Original

Pac-Man World Re-PAC’s New Trailer Shows Off Graphical Differences Between the Remake and the Original

A new trailer for Pac-Man World Re-PAC shows off the graphical differences between the remake and the classic ...

King of Fighters 15 is Getting Team Awakened Orochi DLC on August 9, Cross-Play in 2023

King of Fighters 15 is Getting Team Awakened Orochi DLC on August 9, Cross-Play in 2023

Developer SNK has announced that new Team Awakened Orochi DLC characters for King of Fighters 15—Orochi Yash... Read More

FIFA 23’s New Trailer Offers a Deep Dive into the Matchday Experience

FIFA 23’s New Trailer Offers a Deep Dive into the Matchday Experience

EA Sports has released a new trailer for the upcoing FIFA 23, this time around offering a deep dive into the u...