Let's Take A Look At Cyberpunk(ed): A brief case study on video game marketing.

Contextual Notes

Video game marketing is a fascinating and intricate domain, far more complex than I initially realised. As someone who aspires to work in this field, I felt compelled to resurface the Cyberpunk 2077 incident in 2020 from a marketing persepctive. This blog post strongly originated from a thought-provoking YouTube video titled "Video Game Marketing Needs to Change" by a publisher called Burback. In this video, Burback critically scrutinises the fundamental relationship between developers, publishers, and audiences, shedding light on the "false relationship" established when audiences are captivated by a barrage of enticing promises through marketing efforts that ultimately fail to materialise. Notably, the video takes a well-deserved shot at CD Projekt RED's once highly anticipated title, Cyberpunk 2077 (2020), which strongly exemplifies this issue.

So, why does the delivery of video game marketing often fall short? The challenge lies in promoting a game that is still in development, where not everything has come to fruition yet. While the narrative and creative teams may be ready, the developers might not be in sync. Consequently, when the marketing team conveys the narrative team's vision through cinematic trailers, gameplay snippets, and enlightening developer diaries, it generates an overwhelming surge of hype. While it is easy to attribute the downfall of games solely to the audience, the critical point is that when the hype reaches an extreme level, it creates an internal 'crunch culture' and leads to the release of an inadequately developed game. In essence, it mirrors the situation that unfolded with Cyberpunk 2077.

As a result, I, Communications Corner, have decided to explore the turbulent timeline of Cyberpunk 2077 and rehash the issue marketing played for it's initial demise.

Radio Silent Marketing 

While the game was released in December 2020, it was announced in May 2012 at CD Projekt RED Group Summer Conference. Subsequently, a teaser trailer was released in January 2013. Now let's hold it right there. You announce the game in 2012, tease us eight months later in 2013 and then release the game in 2020. Ultimately, there are different angles to this, and the angle CD Projekt RED took (from what I'm able to understand) was to strategically cultivate hype with creators on social platforms such as YouTubers producing prosumer content to sustain interest for Cyberpunk.

Cyberpunk 2077 Teaser Trailer (2013)

However, a severe lack of marketing didn't facilitate this well. Cyberpunk 2077 received no official marketing for at least five years until E3 2018 when audiences saw the birth of a 48-minute gameplay walkthrough and cinematic trailer - an ambiguous (but prestigious) form of video game marketing as it fails to transparently encompass the mechanics of the game.  Funnily enough you would expect five years of silence to be met with adulation and "Finally"s and "It's about time"s, but no, it was not. Look at the underwhelming reaction of the audience here (and the amusing comments). 

Nevertheless, E3 2019 is where I feel - and most people would agree - Cyberpunk 2077 took off. I remember waking up early in the morning to watch the livestream since it was being broadcasted from Los Angeles. The hype for Cyberpunk 2077 hit an all new level which was completely breathtaking. I'd highly recommend you watch the video below to see what I mean when I say "breathtaking".

Cyberpunk 2077  -- Xbox E3 Briefing (2019)

Celebrity Endorsement At Its Finest

To have CD Projekt RED, a reputable video game developer and publisher, create a new and abstract IP is already enticing. However, when you slap Keanu Reeves on the fore-front of the IP, then you're on the path to success (spoiler alert: they weren't as everyone anticipated). Keanu Reeves is renown for playing 'John Wick' in the highly successful John Wick movie franchise and for his humble nature off the screen. He is loved by many. I've seen communities on social media consistently stating that you cannot have anything against the man. Furthermore, when I was at Euston underground station last week to watch Christopher Nolan's Oppenheimer, I saw Keanu Reeves featured in a House of Suntory - a Japanese spirits brand - billboard advert and the woman in front of me immediately took out her phone and captured a photo. No need for me to explore her intent, that was because of Mr. Reeves' presence. 

Keanu Reeves The House of Suntory Advert

Anyways, before I deviate further into a Keanu Reeves abyss, admittedly it was a strategic (and expensive) move to have him endorse and be featured in the game. But that didn't eliminate any calamity, as it was up to CD Projekt RED to deliver the expectations audiences were promised by the games marketing. Here's a simple analogy: the new year is right around the corner and you're constantly bragging to your friends and family about how you're going to workout, lose or gain weight, build a physique like those Greek Gods. You get your friends and family all excited for the new person you'll become. Suddenly, the new year is here and it only took a few days before you gave up and failed to live up to expectations you advertised to yourself, your friends and family. 

Delays, Delays, Delays

When marketing picked up during E3 2019, Cyberpunk 2077 was set for an April 2020 release. As an unfortunate reminder, February-March period was when the Covid-19 pandemic halted the economy and hindered the development of many things, including Cyberpunk 2077. Consequently, it was delayed to September 2020 to ensure the 'breathtaking' world of Cyberpunk has been polished and lives up to the hype audiences were promised. During the summer, ta-da another delay was made to November 2020 with the same excuse. It was then delayed a final time by 21 days to a 10 December 2020 release. Three delays in total. 

CD Projekt RED's important news - click here to read the full Tweet.

An article published by Screen Rant on 8 December 2020 explores how the crunch culture was ultimately behind these delays. Developers were reportedly working longer hours to meet unrealistic deadlines and to  deliver the promises they made to audiences. It was later revealed that Cyberpunk 2077 didn't commence full development until 2016 - that's crazy. This is a HUGE problem. The co-founder of CD Projekt RED, Marcin Iwinski, even highlighted in a Financial Times article that their games are long-term passion projects that are akin to entering a marriage. At the end of the day, the vows are your marketing and when both parties say "I do" you aim to live up to the expectations that were established. But the events that transpired are to the contrary.    

Conclusive Remarks

In the end, Cyberpunk 2077 had a turbulent release on 10 December 2020 as we had all figured. I remember the day it was released and watching one of my classmates play it on their gaming laptop at the  Sixth Form cafe. He claimed to run into many bugs and glitches. Moreover, the launch costed 75% of CD Projekt RED's share value. To this day I haven't played Cyberpunk but after nearly three years it is performing as initially advertised many people and critics are stating due to a robust post-launch roadmap. 

What can we takeaway from this? Don't market a game seven years before launch, especially when you aren't ready to publish it yet. You announce in 2012, start developing in 2016 and release in 2020. Make it make sense. This was a case of a lot of speaking and less doing.