The studio typically prefers transparency when detailing its project development milestones, but when it comes to official announcements and marketing campaigns, expect a departure from its approach with previous projects.
Joint CEO Michał Nowakowski of CD Projekt spoke with Eurogamer about the advertising cycle, recalling that CD Projekt RED experienced a prolonged lead-up to The Witcher 3’s release after a massive E3 2019 showcase featuring Keanu Reeves – a full year and a half before the game’s eventual launch? Here is the text rewritten in a different style:
At E3 2018, we saw a trailer for something that was first teased with a CGI announcement all the way back in January 2013.
The corporation plans to adopt more frequent and condensed advertising campaigns lasting around two years, an objective it has previously outlined.
To be honest, when we officially kicked off our advertising campaign with pre-orders after the E3 showcase in June 2019 – a moment akin to Keanu Reeves’ iconic stage entrance – our original intention was to launch roughly a year later. It simply didn’t actually work. Although we hadn’t initially planned for a comprehensive two-year marketing strategy, I still believe that dedicating one year to a focused promotional campaign could yield excellent results for the game.
“We identified several effective strategies that we’ve found to work well; however, we only formally confirm the event date when we’re absolutely certain about it.” “And now, I’m convinced that our more advanced tools enable us to pinpoint the exact date with greater accuracy, as we demonstrated on a smaller scale through…”
“He noted that for a fresh entertainment venture, one would reasonably expect a marketing push to last slightly longer than usual, but not necessarily extend beyond a couple of years.”
Despite being announced closer to launch, Nowakowski hints that fans can still look forward to irregular updates in the form of concept art and possibly “some video properties” to tantalize their appetite.
“However, let me reiterate: our previous statement does not preclude the possibility of teasing or unveiling a captivating property beforehand of a comprehensive reveal,” he clarified. As a direct consequence of the targeted advertising campaign, prior to the game’s launch, it was distinctly different from a traditional ‘mass attack’ strategy. As the launch date approaches, a frenzied pace ensues, with teams scrambling to finalize pre-orders – a marathon sprint that begins the moment the clock strikes zero.
If I were to ask you, what would you say you’ve learned about? In all likelihood, the response won’t be extensive – there are theories, among other things. In fact, there’s little that stands out.” We must scatter the trail of breadcrumbs strategically, allowing individuals – and the media in particular – to pick up on them and examine further to grasp our message this time around? In order to achieve this goal, we will start a little ahead of schedule.
CD Projekt has recently moved into full production mode for its latest game, but it remains unclear when the title will be ready for a public showcase. As directed by the studio, the fantasy RPG will surpass previous iterations in scale and ambition. Discover more about this topic by clicking here.
