The highly anticipated Witcher 4 officially entered full production in 2023, marking a significant milestone for the franchise. While a concrete release date remains distant, potentially landing around 2028 and possibly targeting next-gen consoles like PS6 and the new Xbox series, CD Projekt Red has confirmed a key change in their marketing strategy. This change addresses a major fan concern stemming from the Cyberpunk 2077 launch.
Cyberpunk 2077, initially revealed in 2013, faced a seven-year gap between announcement and release. This extended period contributed to inflated expectations and ultimately fueled fan frustration upon the game’s arrival in 2020. Learning from this experience, CD Projekt Red is committed to a significantly shorter timeframe for The Witcher 4.
The studio has indicated a drastically reduced pre-release window, aiming for somewhere between one and two years between the game’s full reveal and its subsequent launch. This commitment to a condensed promotional period reflects a conscious effort to manage expectations and deliver a more focused marketing campaign.
CD Projekt Red CEO Michal Nowakowski, in an interview with Eurogamer, acknowledged the challenges posed by the lengthy Cyberpunk 2077 pre-release period. Originally intending a one-year marketing campaign following the game’s official unveiling at E3 2019, the eventual two-year gap proved less effective. The studio now emphasizes announcing a release date only when they are absolutely certain, citing their successful experience with the Phantom Liberty expansion as a smaller-scale example of this approach.
While the full reveal of The Witcher 4 is still some time away, Nowakowski hinted at a more engaging pre-reveal phase. He suggested the studio plans to release “crumbs” of information periodically, allowing fans and media to speculate and piece together details about the upcoming game. This approach aims to maintain interest and build anticipation without resorting to a protracted and potentially hype-inducing marketing campaign.
This strategy of shorter reveals and periodic teases represents a significant shift from the Cyberpunk 2077 marketing approach. By learning from past experiences, CD Projekt Red aims to create a more manageable and transparent pre-release journey for The Witcher 4, ultimately benefitting both the studio and eager fans.
In conclusion, while the wait for The Witcher 4 continues, CD Projekt Red’s commitment to a shorter reveal-to-release window and a more interactive pre-reveal phase signifies a positive step towards managing expectations and delivering a more satisfying experience for fans. This approach promises a more measured build-up to the game’s eventual release, minimizing the potential for overhype and maximizing the impact of the eventual launch.
