It will surprise no one that CD Projekt has been thinking long and hard about how not to repeat the mistakes of Cyberpunk 2077 with its upcoming Witcher game, currently codenamed Project Polaris. Speaking to Eurogamer, joint CEO of CD Projekt Michał Nowakowski said part of that was being "smarter in how we want to announce and kick off marketing campaigns" in the future.
"To be honest," he said, "when we were kicking off the marketing campaign officially with pre-orders, which was the Keanu on stage [moment, at E3 in June 2019], the plan was actually to launch roughly one year later. It just didn't really work. So we didn't really plan for like a two-year campaign, and I still think that one year would really be fine [in terms of] time for a promotional campaign of that game."
