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CD Projekt, the studio behind The Witcher saga and Cyberpunk 2077, has announced that its marketing approach will be different for its next game, The Witcher 4. CD Projekt CEO Michał Nowakowski spoke with Eurogamer about Cyberpunk 2077's marketing campaign, which lasted two years, and saw the studio announce the game at E3 2019 and release it a year and a half later, not counting the E3 2018 trailer or its CGI 2013.
However, for its future projects, the company plans to have shorter marketing cycles, which will last approximately one year. And that includes The Witcher 4.
CD Projekt wants to adjust the marketing times of its games
In his interview with Eurogamer, Nowakowski commented that his idea already existed with Cyberpunk 2077. A game for which they had imagined a marketing campaign centered on E3 2019 and lasting one year. However, plans changed and It took longer than expected.
A process that allowed them to learn and consider other options for their marketing campaigns. Something they achieved with Phantom Liberty, the game's expansion, which had these planned cycles. A path that they now wish to follow with their next projects, like The Witcher 4, but which That's not to say we don't get any news about the games up to a year before release.
To be honest, when we were officially starting the marketing campaign with pre-orders, I was the Keanu on stage. [momento, en el E3 en junio de 2019]the plan was actually to come out about a year later. It just didn't really work. So we didn't really plan for a two-year campaign, and I still think a year would be pretty good in terms of time for a promotional campaign for this game.
We learned a lot of best practices from this experience: so announce the date when you are very, very sure. And now I think we have much better tools to be sure of that date, which we demonstrated, on a smaller scale, with Phantom Liberty.
That said, I want to emphasize: this doesn't mean we wouldn't drop a few interesting assets before a full reveal. Because the marketing campaign, a little before the release of the game, is different from the real one, for example “massive attack”. The mass attack is when you announce the date, you start collecting pre-orders and it's really this race from that point, until the moment you release the game.
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The Witcher 4 is the company's next game and has just entered the production phase, so we still have years to see it.
