CD Projekt Red’s CEO, Marcin Iwinski, spoke with Gamasutra, discussing his strategy to releasing games using “honest” post-launch support.
“At the end of the day, what really matters is the experience which you are having with the game when it’s out,” said Iwinski. “And this is the one unique moment which defines us. If it’s an average experience, pretty much what we are doing every day doesn’t make sense.
Speaking of the “hit-and-run” strategy, Iwinski is not a fan, but does acknowledge its merits:
“For a lot of companies, from a short-term business perspective, the famous hit-and-run strategy, there are still a lot of people applying this. And sometimes it works!” he said. “And then they are probably telling [other companies about] what they do. I just don’t think it’s [the way we should run our business]. So we are really deliberately choosing what we want to do, and we will do it for as long as we are happy with the effect.”
Iwinski noted the Witcher’s free DLC as proof of CD Projekt Red’s on-going relationship with consumers.
“And they appreciate it. Then they tell their friends we are doing a good job and we respect them. And ultimately it will result in a sale,” Iwinski said. “Some people are saying, ‘Why do you do that? You could have charged for it!’ Yeah. But I think the value in the whole proposition is that we are honest, straightforward, and fair, and this pays back. So you can call it a business model, in a way.”
The Witcher 3: Wild Hunt is currently in development, as are Cyberpunk 2077 and a game of smaller scope described as 20 hours long.