The anticipation surrounding the launch of The Witcher 3: Wild Hunt in 2015 was palpable, but behind the scenes, CD Projekt faced significant concerns about potential competition. Specifically, the Polish studio worried that Batman: Arkham Knight, released by Rocksteady Studios, could overshadow their highly anticipated title.
In an interview with PC Gamer’s Joshua Wolens, Michał Nowakowski, CD Projekt’s joint CEO, revealed the studio’s apprehensions leading up to the release. “There was a big question about the execution of the marketing,” he noted. The company engaged in extensive discussions with retailers in major markets like the US, UK, and Germany to secure favorable marketing placements during the critical launch window.
Nowakowski explained that retailers often have specific marketing windows during which they promote certain games. “Let’s say Gamestop has a window for two weeks for one game, then two weeks for another. It’s their call whether to give it to this game or that game, and it could kill or elevate your game depending on the decision,” he stated. The stakes were high, as retailers’ choices could significantly impact sales.
Warner Bros. managed the distribution of both titles, adding another layer of concern for CD Projekt. The company’s efforts included tours through the UK and Europe, where they aimed to convince retailers of their game’s potential. Unfortunately, responses often underscored their competition, with some retailers remarking, “You guys are not Bethesda.”
The situation intensified when CD Projekt learned that Arkham Knight would launch within the same window as The Witcher 3. Nowakowski recalled his feelings upon discovering this news: “I still remember how bombed we were when we learned that Rocksteady is gonna launch [Batman]: Arkham Knight… because they were with us on one of the tours. They showed up for our demo. Oh god, these guys are really at the top. I mean, they’re gonna just roll over us.”
Despite these fears, fate intervened as Arkham Knight was delayed from its initial May launch to June 23, 2015. Nowakowski reflected on the implications of this timing: “But we were afraid about those placements in the stores, especially since Warner was taking care of both, you know, their game and ours.”
Ultimately, The Witcher 3 launched successfully, and its acclaim has grown over the past decade, solidifying its status as one of the best role-playing games ever made. As the game celebrates its 10th anniversary, PC Gamer has explored its creation, revealing intriguing details such as how CD Projekt “hacked time and space” to cast actor Charles Dance and how joint CEO Adam Badowski insisted on incorporating swimming mechanics into the game.
The journey of The Witcher 3 serves as a testament to the resilience and determination of CD Projekt, showcasing how the company navigated a challenging competitive landscape to deliver a landmark RPG that continues to resonate with players worldwide.
