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CD Projekt Red to work on multiple AAA games starting in 2022, future marketing campaigns will be much shorter

CD Projekt has released an update to its Group’s strategy for the coming years, starting with a change in how it markets games.

According to the studio, it will have shorter marketing phases with promotional content released closer to the actual release of the given game - similar to how Bethesda works. In other words, it won't share as much information ahead of a game's release as it has in the past.

CD Projekt RED also plans to present its operation on all supported hardware platforms and will be "rethinking its approach" to announcing new projects. Each year the company will publish a new roadmap, detailing plans for the coming quarters.

In the company notice, CDP also said that starting in 2022 it will work on multiple triple-A games and expansions in parallel. The Management Board of CD Projekt also announced further development of its brands and expansion of its expertise in the area of online gaming.

“While we remain as ambitious as ever, we are also aware of areas which call for improvement. Our new Strategic Development Framework will enable us to optimize intragroup processes – especially those which concern the development of videogames – and will secure the Group’s further dynamic growth,” says Adam Kicinski, CEO of CD Projekt.

The Studio’s REDengine technology will be also be improved and centralized while reorganizing the Studio as a set of "interdisciplinary agile teams" will transform the way games are developed, making its approach more proactive.

“We want to be sure that we can work with two global brands at the same time while ensuring top quality of our products," said Pawel Zawodny, CTO and head of production. "We emphasize technological advancements and we want to set up versatile teams which combine various specializations and competencies. These teams will be further assisted by a cross-projects group of experts, who – owing to their expertise – can contribute to key aspects of development. All these changes aim to enable us to work on multiple AAA games and expansions in parallel, starting in 2022."

The next aspect of the CD PROJEKT Group’s strategic growth involves the further expansion of its franchises.

“Single-player RPGs have been, are, and will remain our priority. However, we also perceive the huge potential of both The Witcher and Cyberpunk, and we want to expand their reach to include new areas, media, and content types. Our goal is to deliver an even richer supply of entertainment, introducing new target groups to our characters and imaginary worlds,” remarks Michal Nowakowski, SVP business development and Board Member of CD Projekt.

The final "building block" of the Group’s new Strategic Development Framework involves the expansion of its ability to "enrich the studio’s products with online features."

CD Projekt RED plans to develop online technologies which can be embedded in future development processes. This technology will "power online features" which the studio will gradually roll out for its games. It will also foster the growth of online communities – based on the GOG Galaxy platform.

CD Projekt is also redoubling its efforts to secure a sustainable and caring work environment.

“For years we have been underscoring our belief that our greatest asset is our team. CD Projekt will remain an inclusive and diverse workplace; however, we also want to emphasize the well-being of our employees and provide them with professional and personal development opportunities,” says Adam Badowski, studio head, and board member.

In order to be able to engage in parallel development of multiple projects, the studio plans to add to its talent pool and continue to grow organically while developing partnerships with "proven external partners."

Today, CDP announced it has acquired Canadian studio Digital Scapes, which has worked closely with CDP over the last three years on Cyberpunk 2077.

The acquired studio is made up of former BioWare, Radical Entertainment, and Relic developers who worked on titles such as Dying Light, Company of Heroes, Dead Rising, Mass Effect, Prototype, and more.

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