CD Projekt has said its future games will have “much shorter” marketing campaigns following various issues with how it communicated Cyberpunk 2077.
In a strategy update delivered on Tuesday, CD Projekt’s SVP of business development Michał Nowakowski outlined some of the lessons learned from Cyberpunk 2077 marketing failures.
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.
Projects will still receive “small teasers” at an early stage “if it makes sense”, but the main marketing campaigns will be held back.
CD Projekt’s SVP of business development Michał Nowakowski:
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.
Future CD Projekt marketing campaigns will start much closer to launch following Cyberpunk 2077 problems | VGC
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