How does a company go from producing one of the most beloved RPGs of all time to having investors threaten a lawsuit? By releasingCyberpunk 2077, apparently. CD Projekt Red, often praised for itsWitcherseries and digital storefront Good Old Games, became an often maligned figure in 2020 and 2021 by former fans. The controversial release ofCyberpunk 2077did more to damage a game company’s reputation than any other in recent years. The game changed and shifted CD Projekt in many irrevocable ways, with one question still hanging over the studio. “What comes next?”
A few different after-effects ofCyberpunk 2077might point to the answer. Firstly, the studio has confirmed changes in its marketing and development methodology going forward. This will include an emphasis on transparency. Further to that, several of the studio’s developers moved on from the studio after the game’s release. This would normally be unremarkable in the games industry, but in the context of controversial labor practices leading up to the game’s release, a slightly different picture emerges.
RELATED:Can Updates and Post Launch Content Save Cyberpunk 2077?
What Was The Studio Like Before Cyberpunk 2077?
To get a sense ofCyberpunk 2077’simpact, considering CD Projekt Red’s past is important. The studio had two standout elements. Firstly,The Witcherseries of games. These titles were adapted from Andrzej Sapkowski’s classicWitcherbooks. The Polish monster-hunting cult classic novel-to-game series really hit its stride withThe Witcher 3.Geralt’s adventure across the Nilfgaardian empire and Isle of Skellige in the third game is one of utterly epic proportions. Epic landmasses scroll by the cantering Roach, underscored by some gorgeous, sweeping orchestral pieces.
The incredible story of theThe Witcher 3, combined with a wonderful design philosophy and aesthetic flair, set it apart as a paragon of what an open-world action RPG could be. Gamers were stunned by how well writtenThe Witcher 3’sside questswere, each one having its own intricate and impactful narrative arc. The side quests in that game seemingly really mattered. With such a carefully illustrated RPG world asThe Witcher3,the hype for CD Projekt’s upcomingCyberpunk 2077was immense. The immense polish and reception of the game played into the series' mainstream popularity. After the game’s release, the series became a hugely popular Netflix show.
Secondly, the company heads the Good Old Games service. GOG archives and sells well-curated, quality-checked, and DRM-free copies of games, especially older titles. Of course, the digital storefront does not only sell old games. However, in events like theGOG spring sale, some absolutely classic old titles become free, making the service very attractive to certain gamers. This service was in stark contrast to how older games appeared on some other storefronts. CD Projekt Red had a generally positive perception within most gaming circles. For a time, at least.
Cyberpunk 2077 Changed How CD Projekt Red Markets Games
Executives within the company confirmed that the release ofCyberpunk 2077will change how the CD Projekt Red marketsits games in future. This should be unsurprising for any gamers who watched the title’s release and reception. Previews of the game were arguably misleading, a huge array of bugs littered the mechanics, and the repeated delays really soured some of the studio’s fanbase. Marketing the game with a set of lofty promises about its content did not do well for the studio.
After the huge disappointment inCyberpunk 2077expressed by many fans,CD Projekt Red promised better marketing practices. The central focus going forward will apparently be showing content clearly, and when it is ready. Further to that, CD Projekt Red will wait longer before showing “trailers, demos, or […] mechanics.” This massive shift in marketing attitude is a significant change for CD Projekt.
In fact, it is a huge move for any triple-A studio, as the generation of hype is such a powerful method of selling video games. The game’s inferior performance on consoles received much attention in this statement by Michal Nowakowski. Nowakowski is CD Projekt’s SVP of business, and he remarked on the disparity between the PS4 release and its PC counterpart.
In spite of these claims by the company, it does appear thatCD Projekt Red will start developing two AAA gamesat the same time in 2022. So, with these statements towards transparency and focus, CD Projekt Red will have to create some amazing titles to compensate for the reception ofCyberpunk 2077. This is part of the new “RED 2.0” initiative, wherein the company will developWitcherandCyberpunkgames at the same time.
RELATED:Cyberpunk 2077’s Missing Features Could Have Made it The Game Fans Dreamed Of
How Will CD Projekt Red’s Labor Practices Change After Cyberpunk 2077?
One of the most prominently criticized aspects ofCyberpunk 2077’s development was how CD Projekt treated its workers.CD Projekt Red trended on Twitterin 2020 due to these unpopular labor practices. Controversial treatment of workers in the games industry is not a new topic, often referred to as “crunch.” Many triple-A companies have come under fire for this exact practice, andCyberpunk 2077was a prime example of this happening. Developers reported a mandatory six-day work week, alongside poor communication and a lack of proper transparency.
Even the game’s development staff spoke out about theproblems withCyberpunk 2077’s release and development. The development team allegedly criticized its management over several infractions. These included unrealistic deadlines, massively extended crunch periods, and the potentially damning effect of releasing the title on the company’s reputation. One particularly incisive comment from staff members was about the irony of exploiting employees making a game about corporations exploiting people.
In the process of the game releasing, fans saw CD Projekt Red’s public attitude towards crunch shift. Initially, theCD Projekt Red’s CEO supported the crunch. The practice was “not that bad” according to Adam Kicinski. The CEO even added that it “never was” a problem. However, since that statement attracted a lot of pushback, the CEO apologized, and Kicinski added that his comments were “demeaning and harmful.” Perhaps CD Projekt Red’s attitude to crunch may shift as well.
Cyberpunk 2077is available on Google Stadia, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X and Series S, and PC.
MORE:What CD Projekt Red’s Reconsideration of Cyberpunk 2077 Online Means for the Future
