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CD Projekt Red Is Done Hyping Up Games So Far Ahead Of Release

CD Projekt Red says it will no longer hype games so far ahead of their release. A lesson it seems to have learned the hard way following the, less than desirable, launch of Cyberpunk 2077.

At this point CD Projekt Red is well-known for a few different things. The Witcher series, thanks to the colossal success of The Witcher 3: Wild Hunt, Cyberpunk 2077 for obvious reasons, and hyping up games so much and so far ahead of time that it sets up players for what feels like unrealistic expectations.

Those last two are linked together. Again, for obvious reasons. Speaking at a financial presentation yesterday, CDPR says this will change going forward.

Instead of years-long hype for games, CD Projekt Red will adjust development cycles

While there’s nothing wrong with hyping games up, as it leads to excitement from fans, there’s a point where it becomes too much. And CDPR found out where that point is with Cyberpunk 2077.

To avoid these kinds of pitfalls in the future, CDPR says that it will adjust its development cycle for future games. Starting in 2022, the studio plans to run parallel development cycles. Meaning it will have developers working on multiple franchises simultaneously.

It plans to split up developers and have dedicated teams working on different titles. While also allowing them to move around as needed. Basically it will have people working on specific projects. But if it needs to move more people to one project or the other, it’ll be possible.

Games will also have shorter marketing cycles

As part of the reduced hype machine, CDPR will shift to marketing its upcoming games in shorter cycles. Though it doesn’t mention specific times, look at Cyberpunk 2077 for an idea. The game was originally announced in May of 2012.

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And then it didn’t release until more than 8 years later. Landing on PC, consoles, and Stadia on December 10 of 2020. And a lot of that time in between was filled with additional announcements, new trailers and more marketing.

All of that led players to expect a lot more from the game than the studio was able to deliver. Thanks to gross mismanagement by the executives and the unfortunate crunch that they put the developers through. Which ultimately led to all the issues Cyberpunk 2077 is now having.

The studio’s new development plan and a much shorter marketing cycles should, the company hopes, be a better environment. As well as lead to more successful game releases down the road.

 

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