CD Projekt Reflects on Cyberpunk 2077 Mistakes, Plans Smarter Strategy for Witcher 4 Marketing
CD Projekt is taking a careful approach to the development and marketing of its upcoming Witcher game, currently known as Project Polaris, in a bid to avoid the pitfalls of Cyberpunk 2077. Joint CEO Michał Nowakowski, in a recent interview with Eurogamer, shared insights into how the studio plans to handle the game’s rollout more effectively.
Lessons Learned from Cyberpunk 2077
Reflecting on Cyberpunk 2077‘s troubled launch, Nowakowski admitted the team underestimated the timeline for its marketing campaign.
“When we were kicking off the marketing campaign officially with pre-orders, which was the Keanu [Reeves] on stage moment [at E3 2019], the plan was actually to launch roughly one year later,” he said. “It just didn’t really work. We didn’t really plan for like a two-year campaign.”
This misstep contributed to the game’s release underwhelming players and critics due to bugs and unmet expectations. Nowakowski said that while a one-year marketing campaign is sufficient for a big release, the studio will avoid prematurely starting full-scale promotional efforts.
Refining the Marketing Formula
CD Projekt now aims to better align marketing timelines with realistic development milestones. Citing the positive reception of Cyberpunk 2077: Phantom Liberty, Nowakowski highlighted the six-month promotional window leading up to its launch as a model to follow.
“For a new game, we would still expect a slightly longer—but not two-year—lasting campaign,” he added. The company intends to “announce the date when you’re like really, really sure of it,” ensuring a more coordinated and predictable rollout.
A New Approach for The Witcher 4
While The Witcher 4 is officially in full production, CD Projekt plans to keep a low profile on major marketing efforts until a release date is firmly established. Rather than the “mass attack” of trailers and hype seen with Cyberpunk 2077, the studio will take a measured approach.
“Between now and whenever we announce a release date for The Witcher 4, expect the occasional light dusting of promotion rather than a full-blown storm,” Nowakowski said. “We want to drop the crumbs here and there so that people—and the media as well—can pick up on it and try to figure out what we’re trying to say.”
Looking Ahead
CD Projekt’s tempered strategy reflects the hard lessons learned from Cyberpunk 2077, as well as its desire to rebuild trust with fans. With The Witcher 4 carrying high expectations, this approach of steady updates and realistic timelines could pave the way for a more successful launch. Fans will have to wait for the “mass attack” of marketing, but the promise of well-timed reveals and insights should keep anticipation alive.
