With Cyberpunk 2077, the developers at CD Projekt Red aim to make a splash – they appear to be digging deep into their pockets. The campaign is expected to be more expensive than that of The Witcher 3.
CD Projekt Red intends to invest heavily to launch an intense advertising campaign for Cyberpunk 2077. They want to overshadow even The Witcher 3 to do justice to the significance of Cyberpunk.
What was discussed: During a “Financial Conference Call” with investors, CD Projekt Red talked about the marketing campaign upcoming for Cyberpunk 2077. They stated that it is too early to release specific plans. They need to get “closer to the release” to outline precise expectations. Kicinski (CEO) and Nielubowicz (CFO) further explained that they have “high hopes for the title. (…) The [marketing] campaign will definitely be more expensive than that of The Witcher 3.” They do not want a campaign “like a flash.”
Most advertising campaigns are short and intense: For a few days or at most two weeks, a new game can be seen on every page or even on TV trailers, advertising banners on news portals or posters in city centers. A few days after the release of the game, everything is over. “Like a flash” refers exactly to that – Cyberpunk plans something bigger with more presence and long-term attention.
E3 could kick off the “marketing start”: Fans are eagerly waiting for more information about the game, and the upcoming E3 could fire the starting gun for that. After all, a first trailer is expected after years, and there might even be some first gameplay footage to see.
In about two weeks, we will know more. There is still no release date for Cyberpunk 2077.
Are you looking forward to news about Cyberpunk 2077? Or are you afraid that a large marketing campaign will only create hype that could lead to disappointment?
