A game-changing product launch in the uk and global market
In 2015, The Witcher 3: Wild Hunt redefined the RPG genre. Leading the UK’s PR, communications, and social media strategy, I crafted a campaign that boosted the game’s profile, engaged media and fans, and secured its place as one of gaming’s most successful launches, contributing to its global success.
The Challenge
The Witcher 3: Wild Hunt was an ambitious project from CD Projekt Red, promising a vast open world, groundbreaking storytelling, and immersive gameplay. However, entering the UK market posed unique challenges:
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• Crowded Market: 2015 was a competitive year for gaming, with several AAA titles launching. Differentiating The Witcher 3 as a must-play experience was critical.
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• Niche Roots: While the franchise had a dedicated fanbase, it was still relatively niche in the UK compared to other blockbuster RPG series. Expanding its reach was a key priority.
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• Complex Narrative: The game’s deep lore and expansive world were selling points but required effective communication to engage both newcomers and long-time fans.
The Solution
I developed and executed a comprehensive PR, communications, and social media campaign tailored to the UK market, focusing on storytelling, audience engagement, and media partnerships. For PR, I partnered with top-tier gaming outlets such as Eurogamer, GamesRadar, IGN UK, and Polygon to secure exclusive previews, interviews, and features. I coordinated developer interviews with CD Projekt Red to provide insider insights into the game’s development and unique features, while also arranging hands-on preview sessions for journalists to experience the open world and narrative depth firsthand. I organised immersive press events and launch parties featuring gameplay demos and Q&A sessions with developers, as well as managed a dedicated booth at key expos like EGX, Gamscom and E3 offering fans and journalists an early look at the game.
In the communications campaign, I crafted compelling messaging to highlight The Witcher 3’s revolutionary gameplay, dynamic choices, morally complex characters, and breathtaking open world. I positioned Geralt of Rivia as one of the most iconic characters in gaming, creating narratives that appealed to RPG fans while being accessible to newcomers. Additionally, I partnered with UK influencers and streamers to showcase gameplay and generate organic buzz, and I secured promotional tie-ins with pop culture outlets to expand the game’s reach beyond core audiences.
On social media, I developed tailored content for UK-specific channels, including teaser trailers, character spotlights, and deep-dives, while actively engaging with fans through Q&A and speculation threads. I launched countdown campaigns featuring behind-the-scenes content and glimpses of iconic locations like Novigrad and Skellige, while also encouraging user-generated content through hashtag campaigns and sharing fan art, cosplay, and promoting emotion jogging discussions. During launch week, I deployed a coordinated blitz across platforms with cinematic trailers, reviews, and influencer reactions, amplifying positive fan and media sentiment in real-time to build sustained momentum.
The outcome
The UK PR, communications, and social media campaign for The Witcher 3: Wild Hunt delivered extraordinary results, solidifying the game’s success in the region. It secured extensive media coverage, including front-page features, rave reviews, and in-depth developer interviews across top-tier outlets, contributing to its impressive Metacritic score of 93 and recognition as one of the greatest RPGs ever.
Social media engagement skyrocketed, with thousands of fan interactions and a passionate UK community driving compelling discussions and user-generated content. The game debuted as the #1 best-seller in the UK during its launch week and contributed to over 4 million global sales within two weeks. It was also the most written-about game of 2015 and earned multiple accolades, including Game of the Year and Best Role Playing Game at The Game Awards, as well as Best Storytelling and Best Performer at the Golden Joystick Awards.
The Witcher 3 ultimately became a cultural phenomenon, setting a new benchmark for RPGs and cementing its legacy as a must-play title.