After the disastrous launch of Cyberpunk 2077 last year, it seems that Polish-based developer CD Projekt is looking to change its marketing strategy to avoid similar situations in the future. As reported by various industry pundits across Twitter, the company has announced a new strategy for the future that will see a decreased amount of time between the announcement of a game, its promotion period, and when it actually releases. The company also wants to tackle multiple triple-A projects and expansions at the same time, though, so it’s kind of a mixed bag.
Analyst Daniel Ahmad has the most thorough breakdown of CD Projekt’s plans so far. “Future marketing campaigns will be much shorter, with promotional content released closer to the actual release of the given game,” reads his first Tweet. He then goes on to elaborate how CD Projekt is hoping to work with multiple brands at the same time in an effort to capitalize on technological advancements in its game engines.
The most important announcement here is one with regards to the health and well-being of employees. “CD PROJEKT will remain an inclusive and diverse workplace; however, we also want to emphasize the well-being of our employees and provide them with professional and personal development opportunities,” reads the Tweet.
It seems that the biggest lesson CD Projekt learned from Cyberpunk was to not hype up a game beyond reason. Cyberpunk 2077 is a fine enough game, but not one that could have lived up to any amount of pre-release buzz. That is also launched in possibly the worst state it could have is equal parts infuriating and depressing. With a shorter period between announcement and release, the company should be able to dodge the fallout in the future.
On the flip side, tackling multiple big projects at once sounds like the opposite of what CD Projekt should be doing. For the most part, all hands were on deck with Cyberpunk 2077 and the game still came out undercooked. Throwing more tasks on employees that are overworked isn’t going to result in quality products.
At least the company is being more open about how it wants to proceed in the future. Now it just needs to fully address the various reports of crunch and set up a clear path for improvement with regards to its workers. After that, we can talk about a possible return to form.
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