According to a recent strategy update video, CD Projekt has stepped out of the hype, as future marketing plans include much shorter promotional windows.
It seems that CD Projekt learned a lot from the disastrous launch of Cyberpunk 2077 and the ensuing public relations damage, moving forward with the studio’s plans to improve the way they make games, from developing REDengine to treating their employees and communicating. external.
In order to allow parallel development in its two massive franchises (Cyberpunk and the Witcher series) until 2022, CDP is centralizing REDengine to serve both games at the same time, sharing certain features, such as behavior and NPC controls. The introduction of cross-functional teams and cross-project specialists also means that everyone can work on everything for more continuous development.
And the days of hype for almost a decade are now gone, CDP will now wait until much closer to launch before revealing trailers, demos and detailed explanations of the long-awaited game mechanics. They will also manage expectations by not showing conceptual images, and when we get a glimpse of a new game, we’ll see what it really looks like on all platforms. There will still be teasers, however. Everyone loves a tease.
On a related note, CD Projekt recently acquired Canadian game development studio Digital Scapes. The studio has been working with CD Projekt Red since 2018, supporting the development of Cyberpunk 2077, so the purchase is just an extension of the existing relationship.