Social Listening - CD Projekt Red

For this assignment, I have selected CD Projekt Red; a video game development studio based in Warsaw, Poland. What drew me to this company is their recent development, and upcoming release of their highly anticipated game Cyberpunk 2077. CD Projekt Red (CDPR) brand themselves as rebels, creating unique role playing games (RPGs) with the goal of "[M]aking the best video games on the planet" all while following their passion for video games.

Since the anticipated Cyberpunk 2077 is launching in less than 30 days (November 19th) most of the press surrounding CDPR has been positive; showing excitement and positive reviews from early access holders. As for the studio themselves, they too have been in good terms with both the public. 

"There's simply no competitor that can touch it in terms of poise, characterization and storytelling" Eurogamer says when talking about The Witcher 2, another game released by CDPR.

 "People complain about rushed games and throw fits... CDPR delays Cyberpunk 2077 and people are now apparently mad and saying they won’t buy it now." Twitter user JayzTwoCents (an avid PC gamer, tech guru, and YouTube Personality states regarding the delayed release of CDPR's Cyberpunk 2077. 

A developer for the studio (username FarTransportation366 on Reddit) talks about the delay of the game saying in his Reddit post, "Conversations end up most like this, the management saying that everything is great and cool and we have to believe in the project, our questions and doubts being brushed aside."

Cyberpunk 2077 was originally announced in 2013, and now (7 years later) the studio is finally releasing the game; despite being delayed two times, being pushed from April 2020 to September, and finally November. Many believe that the delay was worth it, since CDPR creates large immersive RPGs which are often industry leaders.

CDPR uses many gaming conventions to highlight upcoming developments, however, CDPR announced its development at their own summer conference in 2012, meanwhile a teaser trailer was released in 2013. Popularity didn't grow much until 2018, when CDPR released gameplay footage at E3 (a gaming convention in the United States) in 2018. CDPR saw an opportunity to create an adaptation of the popular table top RPG Cyberpunk 2020. The development studio uses their social media accounts to keep in touch with their fans and often trendjacking and keeping themselves familiar with current events and online jokes. 

When issues arise from their customers, they often act swiftly and promptly. Usually responding to users on their Twitter account or through their support page listed on their website. By staying in contact with their clients, the company is showing that they care about what their users have to say, and want them to enjoy their experience. 

I think what CDPR is doing is a good description of what they should be doing. They are communicating with their target audience though platforms that their users are used to. If I happened to be brand manager, I would probably reduce the amount of marketing that the company is doing. Cyberpunk 2077 is one of the most anticipated videogames of the decade, and already has both a massive name, and a large following. 

It's important to takeaway some of the practices that CDPR uses: find and follow a passion that you love, stay in contact with your audience and users, and do your best to become the industry leader in your respective field.